Authenticity, fit and product type: Testing a celebrity brand extension model cross-culturally

This study investigates the applicability of a celebrity brand extension model cross-culturally in Mexico and Spain. The model grounded in brand extension and celebrity endorsement theories is empirically verified in functional and hedonic products with data collected from a survey and SEM analysis. This study demonstrates how the cultural dimensions of power distance belief and individualism account for differences in the acceptance of celebrity brand extensions across cultures. Brand extension authenticity is identified as a universal and reliable antecedent of brand extension acceptance. Moreover, asymmetries by product type were identified in Spain but not in Mexico. [Display omitted] •A pioneering study that pays attention to a gap which concerns celebrity brand extensions in a cross-cultural context.•The “transferred essence” of the celebrity brand is accounted through the appropriateness of authenticity.•For hedonic product extensions, authenticity appears to be a better predictor of product valuation than fit.•Managers must enhance the celebrity’s authenticity by considering the origins, heritage, lifestyle, and potential legacy.