The Effect of Brand Authenticity on Brand Love in the Turkish Mobile Phone Market: The Moderating Role of Brand Image

Background: In this era of globalization, as brand competition intensifies in Indonesia, companies must explore strategies to become consumers' top choice. Strengthening branding efforts is one of the options for local fashion brands to enhance their competitive advantage. By concentrating on effective branding strategies, local brands can distinguish themselves and excel in a saturated market.Purpose: This study aims to investigate the influence of multidimensional brand authenticity constructs (quality commitment, heritage, and sincerity), multidimensional brand image constructs (mystery, sensuality, and intimacy), brand love, and consumer behavior related to continuous purchase intention and positive word-of-mouth (WOM) in Indonesia.Design/Methodology/Approach: This research is quantitative-based, with data collection conducted through an online survey of 265 respondents who purchased products from Indonesian local fashion brands from October 2023 until April 2024. Data analysis was conducted using the Structural Equation Modeling (SEM) method through the SmartPLS application.Findings/Result: The study's findings indicate that intimacy, an emotionally driven dimension of brand image, significantly predicts brand love, continuous purchase intentions, and positive WOM. Furthermore, the study confirms that brand love itself predicts continuous purchase intentions and positive WOM.Conclusion: To achieve loyalty in the form of repeated purchases and positive WOM, Millennials and Generation Z consumers in Indonesia need to experience the stage of affection towards a certain Indonesian local fashion brand, rather than the cognitive or sensory aspects.Originality/Value: This study intends to give a better understanding of several branding-related constructs in the Indonesian local fashion brand setting that can be utilized by marketers to develop consumer-brand relationships with a younger customer base (Millennials and Generation Z), which leads to continuous consumption and spreading positive news. Keywords: brand love, brand authenticity, brand image, repurchase intention, positive word-of-mouth

This study examines the influence of brand experience and authenticity on word-of-mouth (WOM) communication and recommendation intentions among Millennials and Generation Z in Indonesia, focusing on local specialty food products. Furthermore, it investigates how brand love mediates the relationship between brand experience and WOM, as well as between brand trust and recommendation intention. Lastly, it examines the role of brand trust in mediating the relationship between brand authenticity and brand love. Using snowball sampling, data were collected from 492 respondents, targeting Millennials and Gen Z from urban areas in Indonesia. The analyses were performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that brand authenticity significantly enhances brand trust, while brand love substantially affects WOM and recommendation intentions. Moreover, brand trust positively influences brand love, just as brand authenticity affects brand love through the mediation of brand trust. However, brand experience does not impact brand love. These findings highlight the necessity of creating genuine brand experiences to build trust and brand love, ultimately encouraging recommendation intentions and WOM. This study is among the first to investigate the parallel mediation roles of brand love and brand trust in linking brand experience and authenticity to WOM and recommendation intentions. Furthermore, it contributes to the existing literature on how brands can enhance recommendation intentions and WOM.

PurposeThis research investigates the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the Asian consumers' perspective.Design/methodology/approachThis research collected primary data from 418 consumers on global brands, and it tested the proposed hypotheses by using partial least squares structural equation modeling (PLS-SEM).FindingsThe findings indicate that sensory and affective experiences have direct significant impacts on brand love, while intellectual and behavioral experiences have nonsignificant impacts on brand love. Overall, intellectual, behavioral, affective and sensory experiences positively influence brand authenticity, which in turn have substantial positive impacts on brand love.Research limitations/implicationsThis study investigated consumer behavior in a broader sense, and consumers from 13 Asian countries participated in this research. Future research may collect data on a larger scale from Asian countries to generalize the results.Practical implicationsBy following brand authenticity as an essential positioning tool and implementing several experiential marketing strategies, global managers can develop brand-loving consumers in Asia.Originality/valueUnder the parasol of attribution theory, this research explores the relationships among the multidimensional brand experiences, brand authenticity and brand love from the Asian perspective.

This study aims to analyze the factors that influence brand love, as well as its implications for word of mouth, and repurchase intention. Rooted in the theory of interpersonal love and relationships, this research is an expansion of previous research models by accommodating aspects of brand community, brand experience and price perception. Empirical data was collected through an online survey of 100 samples of Bandai Gunpla consumers living in Indonesia. Hypothesis testing is done through Partial Least Square Structural Equation Modeling (PLS-SEM) approach. Based on the estimation of the structural model that has been carried out, the results show that self-expressiveness has a positive effect on brand love, brand trust has a positive effect on brand love, brand community has a positive effect on brand love, brand love has a positive effect on WOM and e-WOM, brand love has a positive effect on repurchase intention and brand experience has a positive effect on repurchase intention. Meanwhile, the hypothesis of the positive effect of hedonic products on brand love and price perception on repurchase intention was not proven in this study. 
 

To identify the antecedents of repurchasing intention toward fast fashion brands, this study was conducted to examine brand authenticity and brand identification as both direct and indirect antecedents of repurchasing intention through fast fashion brand love. Through convenience sampling, 266 university students in Seoul metropolitan area completed a questionnaire survey. Data were analyzed using SPSS for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. Factor analysis revealed the following: for brand authenticity, four dimensions(‘originality,’ ‘reliability,’ ‘continuity,’ and ‘naturalness’) were revealed; for both consumer brand identification and repurchase intention one dimension was revealed; and for brand love two dimensions were revealed(‘passion’ and ‘affection’). Path analysis confirmed that ‘reliability’ and ‘naturalness’in relation to brand authenticity indirectly influenced repurchase intention through ‘passion’(as a factor of brand love) and directly influenced repurchase intention. Further, ‘continuity’ in relation to brand authenticity indirectly influenced repurchase intention through ‘affection’(as a factor of brand love) and directly influenced repurchase intention. Consumer brand identification influenced repurchase intention indirectly through two factors of brand love. These results suggest that fast fashion brand marketers should implement effective strategies that consider consumers’perceptions of brand authenticity, consumer brand identification, and brand love.

This research aims to analyse The influence of social media marketing and brand image on customer engagement at Janji Jiwa Coffee in the city of Padang with brand love as a mediating variable. The type of research used in this research is explanatory research, with the research method being an explanatory survey which prioritizes quantitative methods. The sample 175 consumers who consumed food or beverage products sold by Janji Jiwa Coffee in the city of Padang. Purposive sampling technique. The data analysis method uses Structural Equation Modeling - Partial Least Square (SEM-PLS). The research results show that social media marketing has a significant effect on brand image, social media marketing has no significant effect on brand love, social media marketing does not have a significant effect on customer engagement. Then brand image significant influence on brand love, brand image has a significant effect on customer engagement. Next brand lovehas a significant effect on customer engagement. Apart from that, social media marketing has a significant effect on customer engagement which is mediated by brand image And brand love. Then brand image has a significant effect on customer engagement which is mediated by brand love.

This study investigates the influence of perceived brand authenticity (PBA) dimensions (quality commitment, heritage, and sincerity) on brand love and subsequent consumer behavior among Generation Y consumers in Pakistan. Additionally, this research introduces brand trust as a mediating variable and explores differences between local and global brands to enhance originality. A mixed-approach approach emerges as employed, combining quantitative surveys and qualitative interviews. Data were accumulated from a numerous sample of Generation Y clients in Pakistan through a hooked up questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) emerges as used for hypothesis testing. Additionally, in-depth interviews were achieved to capture qualitative insights on brand authenticity perceptions. The results reveal that PBA dimensions significantly impact brand love, which, in turn, influences continuous purchase intention (CPI) and price premium (PP) willingness. Moreover, brand trust mediates the relationship between PBA and consumer behavior, strengthening the effect. Additionally, local brands (e.g., J., Khaadi, Daraz.pk) exhibit stronger authenticity perceptions than global brands (Adidas, KFC, Amazon) among Pakistani consumers. Digital marketing and influencer endorsements further enhance authenticity perceptions. This study contributes to branding literature by integrating Self-Determination Theory (SDT) and Consumer Culture Theory (CCT) to explain Pakistani consumers’ preference for authentic brands. It highlights the role of trust and digital branding in shaping PBA perceptions. For marketers, the findings suggest that authenticity-driven strategies, including transparent communication, cultural storytelling, and social media engagement, can enhance brand loyalty and justify premium pricing. This research contributes to the existing literature by examining the role of PBA in shaping consumer behavior within the Pakistani context. By understanding the specific factors that drive brand love and loyalty among Generation Y consumers, marketers can develop more effective branding strategies.

This study analyzes the complex relationship between Corporate Social Responsibility (CSR) and Brand Loyalty (BLy) among consumers of mobile phone services, particularly examining how Brand Image (BIm) and Brand Love (BLv) act as mediating factors in this relationship. Quantitative research with a correlational scope and cross-sectional design was conducted among 296 consumers of mobile phone services. A questionnaire comprising 26 questions was administered, with responses quantified using a five-point Likert scale. The results were processed using Confirmatory Factor Analysis and partial least squares structural equation modeling (PLS-SEM). This study revealed that CSR alone does not have a direct and significant association with BLy; however, it is associated with BIm and BLv. Furthermore, BIm and BLv were also found to be associated with BLy, demonstrating that the link between CSR and BLy is indirectly built by strengthening BIm and BLv, rather than directly. The originality of this research stems from its concurrent incorporation of BIm and BLv as mediating variables in the link between CSR and BLy.

In the airline industry, brand authenticity and Emotional brand attachment (EMA) are important constructs. This study aims to investigate a conceptual model displaying the brand authenticity effect on EMA using a multi-dimensional scale. The study proposed the moderating role of Brand Image in the proposed model by using Income and Education as Control variables. A structural equation modeling approach (SEM) by using WarpPLS 7 program was adapted to analyze the data collected from 320 Egypt Air customers working in the Arab Gulf region through a web survey by using Snowballing techniques. The findings indicate statistical support for all brand authenticity dimensions (Brand Heritage -Quality commitment- Uniqueness- Symbolism) on EMA. Brand Image enhances the influence of uniqueness on EMA. Brand image doesn’t enhance influence of three dimensions of brand authenticity (Brand Heritage -Quality commitment- Symbolism) on EMA. Overall, this study provides a theoretical and empirical contribution to the marketing literature, particularly in the customer attitude context.

The research adopts the Stimulus-Organism-Response (SOR) theory as the grand framework to explain the relationships between the studied variables. The study was conducted on Larissa skincare customers in Denpasar using a quantitative approach with a survey method involving 145 respondents who are active customers and meet the criteria of making at least two repeat purchases in the past six months. The sample size was determined using the Slovin formula, and the sampling technique employed was simple random sampling. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results show that brand experience does not have a significant direct effect on repurchase intention, but it has a significant positive effect on both brand love and word of mouth. Furthermore, both brand love and word of mouth have a significant positive influence on repurchase intention. These findings indicate that the effect of brand experience on repurchase intention is indirect and fully mediated by brand love and word of mouth. This study is expected to contribute theoretically to the development of the Stimulus-Organism-Response (SOR) framework, particularly in the context of forming repurchase intention through consumers' psychological mechanisms. In practical terms, the findings also offer valuable insights for companies to formulate more targeted marketing strategies. By strategically managing brand experience, strengthening emotional attachment through brand love, and encouraging positive consumer communication via word of mouth, companies can enhance customer loyalty and promote sustainable repurchase behavior.

This study aims to determine and analyze effect of emotional branding, emotional experience, and brand love on repurchase intention through electronic word of mouth as intervening variable on millennial generation consumer of Kopi Kenangan at Sun Plaza, Medan City. This type of research is using a quantitative approach. The nature of this research is associative research. The data used are primary data and secondary data obtained through the study of documentation and statement lists. The sample in this study were millennial generation consumer who had purchased more than once Kopi Kenangan at Sun Plaza, Medan City as many as 100 respondents. Withdrawal of the number of sample sizes is done by non-probability sampling using the accidental sampling method. The data analysis technique uses structural equation modeling with the Smart PLS 3.0 analysis tool. The results of this study indicate that emotional branding has a positive and significant effect on repurchase intention. Emotional experience has a positive and significant effect on repurchase intention. Brand love has a positive and significant effect on repurchase intention. Electronic word of mouth has a positive and insignificant effect on repurchase intention. Emotional branding has a positive and significant effect on electronic word of mouth. Emotional experience has a positive and significant effect on electronic word of mouth. Brand love has a positive and significant effect on electronic word of mouth. Electronic word of mouth is able to mediate the effect of emotional branding on repurchase intention. Electronic word of mouth is able to mediate the effect of emotional experience on repurchase intention. Electronic word of mouth is able to mediate the effect of brand love on repurchase intention. Keywords: Emotional Branding, Emotional Experience, Brand Love, Repurchase Intention, Electronic Word of Mouth .

This paper has two objectives to understand: (a) how brand authenticity (BA) affects brand hate (BH) and brand love (BL) relationships, how this influences consumers’ buying intention and (b) how brand personality (BP) moderates the relationship between BA and BH/BL. A sample of 200 responses collected through an online survey about the Ryanair airline brand was analysed using partial least squares structural equation modelling (PLS-SEM). The findings show that BA positively affects BL and negatively affects BH; BH negatively affects buying intention; and BL positively affects buying intention. The results show the moderating effect of the five dimensions of BP on the relationship between BA and BL/BH.

PurposeThis study, based on craft beer brands, aims (1) to explain the importance of four brand authenticity dimensions (continuity, originality, reliability and naturalness) in consumers' perceptions of brand image; (2) to verify if the brand–consumer emotional relationship (brand love) is enhanced by the consumer's perceptions of the brand's image; (3) to verify if the consumer's perceptions of the brand's image increase brand satisfaction; and (4) to verify if brand satisfaction increases brand love.Design/methodology/approachData were collected from consumers of different craft beer brands to evaluate the assumptions underlying the proposed conceptual model. In total, 175 questionnaire responses were used, and the model was estimated through structural equation modelling (SEM) with partial least squares (PLS).FindingsThe results confirmed that brand authenticity is a strong antecedent of the brand image of craft beers, and that brand image affects both consumer brand satisfaction and brand love. The effect of brand satisfaction on brand love has also been confirmed. Craft beer brands should aim to attract more fan-consumers, i.e. consumers who seek an emotional relationship that manifests itself in affection, beauty, well-being and long-term commitment. Fan-consumers give their hearts/love and recommend the brand.Originality/valueThe paper tries to fill two gaps in the literature. First, we make the initial empirical application of the Bruhnet al.(2012) scale and verify its adequacy in this context. Second, this is the first time that the model's design has been validated. The results allow us to confirm that authenticity is an antecedent of brand image, and its simultaneous impact on the consumer's brand love for, and satisfaction with, craft beer brands.

The rapid development of technology, the increase in the number of brands in global and local markets, and the creation of related products and services in global markets have intensified the competitive environment between businesses. It has become crucial for businesses to create authentic brands that are original, strong, distinguishable, and memorable for customers to attract the attention of them against numerous competitors and various alternatives. While perceiving a brand as authentic provides a competitive advantage to the brand, it also contributes to love felt by consumers for the brand, the image of the brand from the point of consumers and the recommendation of the brand to other consumers. In this context, the objective of this study is to assess the impact of brand authenticity on brand love, brand image and positive word-of-mouth communication and to investigate the mediating role of brand love and brand image in the relationship between brand authenticity and positive word-of-mouth communication. The universe of the study consists of consumers who live in Turkey, are over 18 years old and purchase white goods. 410 valid surveys were collected using convenience sampling method and online survey technique in the study. As a result of the analysis, it has been observed that brand authenticity has a meaningful impact on brand love, brand image and positive word-of-mouth communication. Moreover, it was determined that brand love and brand image has mediating role in the effect of brand authenticity on positive word-of-mouth communication.

Senior tourism plays an important role in China’s total economy development. This study explores the influence of perceived quality and Brand image on senior tourists’ Brand love through the mediating role of Brand experience. Stimulus‒ organism‒response (S-O-R) model is used to develop a theoretical framework. A questionnaire of 384 respondents collected data on demographics and constructs. This study utilized partial least squares structural equation modeling (PLS-SEM) to assess the hypotheses and mediation effect. The findings reveal that both perceived quality and brand image positively influence brand love, with brand experience acting as a significant mediator. This study contributes to the literature by highlighting the importance of brand experience in enhancing brand love among senior tourists, a demographic that is increasingly significant in the tourism industry. The findings have practical implications for tourism businesses and policymakers, suggesting the need for specialized marketing strategies and services based on senior tourists' preferences.