ABSTRACT:
The study explores how the social origin of celebrity fame – classified as ascribed, achieved, or attributed – influences public perception of brand image. Grounded in Rojek’s (2001) typology and contemporary celebrity studies, our research investigates whether audiences recognise these fame types and whether such perceptions affect evaluations of product endorsement. A survey was conducted on a convenience sample of 902 participants in Croatia, predominantly female (94.6%) and aged 18 – 25. Our findings indicate that achieved fame is consistently associated with higher perceived impact on brand image, particularly amongst younger respondents. In contrast, attributed and celetoid fame were less influential overall but showed moderate effect amongst Generation Z participants, indicating greater openness to media-constructed visibility. Statistical analysis confirmed age and perceived achievement-based fame as significant predictors of brand image evaluation. The results highlight the importance of authenticity and perceived legitimacy in contemporary celebrity culture, especially in shaping how celebrities influence product image. The study emphasises the role of cultural intermediaries in creating and sustaining celebrity visibility. When strategically mediated, this visibility shapes both the celebrity’s public image and how audiences perceive their connection to specific products. By exploring how fame is framed in media narratives, the study provides insight into the cultural dynamics linking celebrity status, public perception, and product image in the digital age.
KEY WORDS:
brand image, celebrity culture, cultural intermediaries, endorsement value, fame typology, public perception, public relations strategy, young consumers
DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.2.10