Discovery brand authentic and sensory experience influencing word of mouth with mediation and moderation setting

Abstract

ABSTRACTThe purpose of the current study is to explore the direct, indirect and moderating roles of local food consumption and behaviour analysis. Although previous studies have highlighted the importance of local food and cultural experience, there is a lack of incorporation among different mechanism analyses. The current study therefore integrates a multiple mediation-moderation model using 670 participants from different regions in Taiwan. The results show that brand authenticity is a critical foundational attribute of indirect influence word of mouth (WOM) through sensory experience and cultural involvement. Furthermore, this study also confirmed the critical moderating attribute of behavioural intention and information quality in the strength of the above relationship among brand authenticity, WOM, sensory experience and cultural involvement.