Abstract
Purpose This paper investigates consumer perceptions of brand authenticity (BA), perceived value (PV) and brand trust (BT) into the context of craft beer market. The purpose of this paper is to examine the statistical associations between these constructs as well as the three antecedents of BA: individuality, consistency and continuity. Design/methodology/approach The survey, delivered in an online format, was completed by 749 respondents from the USA. These respondents were gained through a basic simple random sampling technique. After conducting data analysis techniques such as reliability, correlation and regression, all five research hypotheses were accepted. Findings All three antecedents of BA were found to have significant influence on the first-order construct. Also, BA was shown to have a substantial effect on both PV and BT. The relationship between brand individuality and BA was the most significant of the five, while the association between BA and PV was found to be the least significant. Originality/value Prior research on BA, the majority of which has involved a qualitative approach, has been severely limited. The authors’ work deepens the study of the effects of BA, or its various antecedents, on PV and BT, enhancing the research with an empirical, quantitative analysis. In addition to the shortage of investigation related to these factors, there has been a nearly complete absence of the application of these variables to the craft beer market.
Highlights
Nowadays, consumers are faced with increasing commercialization of products and a globalization market (Morhart et al, 2015)
We propose a conceptual framework to analyze how brand authenticity (BA) leads to perceived value (PV) and brand trust (BT) on the context of craft beer market
While no single factor of the BA, construct directly relates to or addresses perceived risk, the aim of this paper is to examine the effect of BA on PV and BT, both of which have been shown to reduce perceived risk (Snoj et al, 2004)
Summary
Consumers are faced with increasing commercialization of products and a globalization market (Morhart et al, 2015). While the more-general concepts of branding, brand equity and brand loyalty have been studied in great detail by a variety of authors (Šeinauskienė et al, 2015; Abril and RodriguezCánovas, 2016; Yeh et al, 2016), little examination of the brand authenticity (BA) construct has been conducted (Morhart et al, 2015), presenting a significant research gap. This sentiment is European Journal of Management and Business Economics Vol 28 No 3, 2019 pp. Both academics and practitioners agree on the importance of authenticity for consumer behavior and branding (Morhart et al, 2015)
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