How Brand Authenticity Affects Consumers’ Willingness to Recommend by Word-of-Mouth? Evidence from the Cell Phone Industry

Abstract

Based on the cognitive-affective-behavioral theory and self-congruity theory, this study constructs a theoretical model with four dimensions of brand authenticity (continuity, integrity, credibility and symbolism) as independent variables, willingness to recommend by word-of-mouth (RWOM) as dependent variables and brand attachment as mediating variables to investigate how brand authenticity affects RWOM through brand attachment. Using quantitative methods and snowball sampling, 515 Chinese respondents aged 18+ who purchase and use the top 6 brands of cell phones in China participated in this study. SEM was used to analyze the data and test the hypotheses. The results show that the continuity, integrity, credibility and symbolism all significantly and positively affect RWOM and brand attachment, with brand credibility having the strongest effect on the RWOM and brand attachment; secondly, brand attachment is proven to positively influence RWOM; finally, brand attachment plays a partially mediating role between the four dimensions of brand authenticity and RWOM. The findings enrich the theoretical results of brand authenticity and RWOM, and has certain reference value for enterprises to build authentic brands and enhance consumers’ word-of-mouth recommendation intention.