Brand authenticity building effect of brand experience and downstream effects

Abstract

Purpose This study aims to demonstrate that brand experiences can influence perceived brand authenticity, and perceived quality mediates this link. The proposed nomological net also assesses the impact of perceived quality and brand authenticity on consumers’ loyalty intentions, a key consumer-level outcome. Design/methodology/approach A survey method based on data from a sample of 405 new car owners was used for empirical analysis. Structural equation modeling was performed to test the hypotheses. Findings The results provide broad support for the framework. All the direct effects and the key indirect effect are significant, as predicted. Social implications As consumers are seeking brands that are genuine in its communication and behavior, building authenticity will be crucial to engage customers and create meaningful social values. Originality/value This work develops a framework and empirical evidence of how experiential marketing can contribute to brand authenticity directly and through perceived quality.