Anti-Fandom Perceptions of Inauthenticity in a Celebrity Person-Brand

Abstract

Brand narrative elements, such as plot events and characters, orient a consumer's understanding of the values and intentions of a person-brand. Consumers may develop expectations of a person-brand based on the brand narrative and repeated exposure. However, unmet expectations, violations of moral standards or perceived inauthenticity may drive consumers to develop negative attitudes toward a person-brand. By conducting a content analysis of an internet forum of anti-fans dedicated to a celebrity person-brand, this work examines the extent of the existence of authenticity violations (deception, ulterior motives and adulteration) within anti-fan commentary. Results indicate that perceptions of inauthenticity are related to negative off-brand behavior within plot events and characters because the narrative diverges from consumers’ expectations and moral standards. Considering the extent to which consumers rely on an emotionally resonant narrative to establish trust and a connection, findings suggest there is importance in maintaining brand consistency. The absence of adherence to brand narrative expectations may influence the development of NPSRs, leading to anti-fandom engagement. This work embraces the call for further research about anti-fandom from a multidimensional perspective. It expands prior understanding of the strategic dynamic between person-brands and consumers, and suggests anti-fandom as a consequence for when a brand narrative is perceived by emotionally attached consumers as inauthentic.