Brand Authenticity Research Articles

The Effect of Brand Authenticity, Brand Trust on the Relationship Between Customers Brand Satisfaction

The Effect of Brand Authenticity, Brand Trust on the Relationship Between Customers Brand Satisfaction

Corporate Social Responsibility and Virtual Reality: A Synergistic Approach to Building Sustainable Brand Image

This study explores the intersection of Corporate Social Responsibility (CSR) and Virtual Reality (VR) as a novel approach to fostering sustainable brand image. Utilizing a qualitative research method through literature review and library research, the paper analyzes existing frameworks and theories on CSR and their potential enhancement through immersive VR experiences. The findings indicate that CSR initiatives, when integrated with VR, offer companies a unique opportunity to engage consumers more deeply by creating interactive and impactful experiences that highlight their commitment to sustainability. VR can simulate real-world scenarios of a company’s social and environmental efforts, making these initiatives more tangible and relatable to consumers. This immersive engagement not only enhances consumer understanding of CSR efforts but also builds stronger emotional connections, which are essential for long-term brand loyalty. Additionally, the synergy between CSR and VR contributes to a more transparent and authentic brand image, as VR allows for a more compelling demonstration of CSR activities. The study concludes that this innovative approach of combining CSR with VR can significantly improve brand perception, foster consumer trust, and establish a sustainable brand image that aligns with modern consumer expectations of corporate responsibility and ethical behavior. Further research is suggested to explore the long-term effects of this integration on consumer behavior and brand equity

The Influence of Storytelling Techniques in Digital Marketing on Brand Loyalty: A Consumer Psychology Perspective

This study investigates the impact of storytelling techniques in digital marketing on brand loyalty, focusing on consumer psychology perspectives. The research aims to identify how storytelling, through emotional resonance, authenticity, and cultural relevance, fosters brand loyalty by creating deep, psychological connections with consumers. A qualitative research approach was applied, involving a systematic literature review of academic journals, books, and industry reports on storytelling, digital marketing, and consumer-brand relationships. The analysis was conducted using thematic coding, which categorized data into primary themes, including emotional engagement, brand authenticity, and cultural adaptation. Results indicate that storytelling effectively influences consumer loyalty by evoking emotional responses, establishing brand trust through authentic narratives, and enhancing engagement through culturally relevant content. Findings reveal that storytelling in digital marketing transforms brands into relatable entities, reinforcing loyalty through shared values and identity alignment. The study concludes with theoretical and managerial implications, suggesting that brands should prioritize authentic and culturally adaptive storytelling to cultivate lasting consumer loyalty in a competitive digital landscape. Future research should further examine the long-term effects of storytelling on loyalty across different digital platforms and cultural contexts.

Exploring the Power of Images and Videos in Visual Storytelling and Content Marketing: Airtel Ovajara as a Paradigm

This study examined the significant power of images and videos in visual storytelling and content marketing using Airtel Ovajara as a paradigm. In today’s digitally saturated landscape, the inability of content marketers to capture attention, convey complex ideas, and build brand authenticity using good images and videos has left some businesses in constant battle for audience/customer acceptability. Employing the Consumer behaviour theory which provided insights into the psychological processes that influence consumer responses to images and videos in visual storytelling, the paper explored the strategic ways in which Airtel Ovajara used images and videos to craft compelling narratives that not only showcased the brand but also fostered genuine connections with customers. The study adopted the mixed research methodology of content analysis and Key Persons Interviews (KPI) to understand the common themes, strategies and elements that position Airtel Ovajara’s visual storytelling as a successful marketing strategy. The use of images and videos as part of this strategy has revolutionized how brands engage with consumers, offering a dynamic way to communicate messages and evoke emotions. The study recommended a valuable insight into the strategic use of visual content to build stronger connections with audiences, demonstrating that effective visual communication was key to contemporary marketing.

Women empowerment in restaurants: effects of femvertising, purplewashing and feminist identity on consumers’ willingness to pay a premium

Purpose Despite the increasing popularity of women-owned businesses in the marketplace, relatively few studies in the hospitality literature have focused on these businesses. Hence, this study aims to examine the impact of femvertising and purplewashing on consumers’ willingness to pay a premium at women-owned restaurants, as well as the role of feminist self-identification and psychological closeness underlying these associated effects. The study aims to provide insights into women-owned restaurant marketing strategies and to highlight the importance of authentic brand activism in consumer behavior in the restaurant industry. Design/methodology/approach Building on Construal Level Theory, this paper conducts two online experiments with 486 US participants who have dined at or ordered takeout from a restaurant. The studies aim to investigate consumers’ opinions about brand activism strategies (i.e. femvertising and purplewashing) in restaurants. Findings The results of two experimental studies indicate that a femvertising strategy increases consumers’ willingness to pay a premium for a women-owned restaurant compared to a non-women-owned restaurant. Moreover, consumers who identify more strongly as feminists are more likely to pay more for women-owned restaurants when purplewashing is absent (vs present). Additionally, psychological closeness serves as an underlying mechanism that explains these effects. Practical implications This study provides clear and actionable recommendations to help business stakeholders, owners and managers to market and advertise women-owned restaurants. For example, women-owned restaurant practitioners should feature women empowerment messaging in their advertisements to attract more consumers. However, they should avoid using purplewashing and other inauthentic brand activism practices in advertisements. Originality/value This research contributes to the hospitality literature on women entrepreneurship by exploring the effective marketing strategies of women-owned restaurants and investigating how to advertise women-owned businesses in the hospitality field. To the best of the authors’ knowledge, it is also the very first study to explore the role of femvertising and purplewashing in consumers’ food-related decision-making.

How does brand authenticity influence brand loyalty? Exploring the roles of brand attachment and brand trust

PurposeThe study aims to delve into the interactive relationships among brand authenticity, brand attachment, brand trust and brand loyalty using the ERC authenticity framework, exploring the potential mechanisms and different configurations affecting brand loyalty through brand authenticity.Design/methodology/approachAbout 446 valid samples were collected through an online survey of Chinese consumers of international sports brands. Structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA) were employed to test the research hypotheses.FindingsSEM results indicate significant positive correlations among brand true-to-ideal authenticity, true-to-fact authenticity and true-to-self authenticity. All dimensions of brand authenticity exert notable positive impacts on brand attachment, brand trust and brand loyalty. Brand true-to-ideal authenticity, true-to-fact authenticity and true-to-self authenticity not only directly influence consumer brand loyalty but also indirectly affect it through brand attachment and brand trust; fsQCA results reveal five heterogeneous configurations to predict brand loyalty.Originality/valueThis study not only uses SEM to validate the structural relationships among the three dimensions of brand authenticity and their linear relationships with brand attachment, brand trust and brand loyalty but also uses fsQCA to identify nonlinear relationships between concepts. It extends complexity theory to the research field of brand authenticity–brand loyalty. Furthermore, based on the research results, this study provides management suggestions for brand managers and marketers.

Which has a greater impact on brand satisfaction, human service or robot service as a waiter/waitress in the restaurant industry?

ABSTRACT This study was designed to identify how SERVQUAL forms brand relationship quality and brand loyalty with the moderating role of the type of service employees, such as robots and humans. The study collected data from 286 people who used restaurants where robots provide the services and from 300 people who used restaurants where people provide the services. In order to test the proposed hypotheses, this study employed structural equation modelling based on the AMOS program. The data analysis revealed that four of the five dimensions of SERVQUAL, which include tangibles, reliability, assurance, and empathy, help to enhance brand satisfaction. In addition, brand satisfaction has a positive influence on brand trust, brand commitment, and brand loyalty. The moderating role of the type of service employee in the relationship between utilitarian value and brand authenticity was identified.

Enhancing brand experience and brand authenticity through octomodal mental imagery: the moderating role of social presence

Enhancing brand experience and brand authenticity through octomodal mental imagery: the moderating role of social presence

How perceived brand localness affects purchase intentions: Examining the role of brand authenticity

ABSTRACT This study aims to examine purchase intentions of local brands among consumers in emerging markets. Specifically, drawing upon signaling theory, this study examines the impact of brand authenticity on consumers’ perceptions of brand localness. Furthermore, the current study examines the consumer demographic as a moderating factor in the relationship between perceived brand localness (PBL) and brand authenticity (BA). Data were collected from a total of 380 Chinese consumers who participated in an online survey through social media platforms. To test the proposed hypotheses, the researchers utilized the PROCESS model in SPSS 26. The findings indicate that, after controlling for consumer ethnocentrism, PBL positively influences purchase intentions for local brands. Furthermore, the results reveal that BA mediates the positive effect of PBL on purchase intentions. Interestingly, the positive relationship between PBL and BA is stronger among older consumers compared to the younger generation. This study contributes to the international business literature by examining the effects of PBL, brand authenticity, and consumer age on purchase intentions towards local brands. This study also offers valuable insights for brand managers to effectively communicate with consumers in emerging markets, particularly by emphasizing the authenticity of their offerings.

Predictive models of intent to repurchase based on customer data

As the business environment becomes ever more complex, predicting future buying patterns has become increasingly important. Moreover, there has been growth in the number of consumers focusing on health and self-care given rapid societal and economic changes. This shift is leading to heightened interest in athleisure wear and an increase in sales volume in this domain. It is accordingly necessary for companies in this field to establish marketing strategies based on predicting consumers’ future purchases to maintain continuous growth and competitiveness. This paper surveyed 400 consumers who purchased athleisure wear and established a predictive model for consumer buying behavior using Multivariate Discriminant Analysis. This paper found that a brand's authenticity and the purchaser’s involvement in sports were significant factors prediction customers’ repurchase behavior. Companies should accordingly engage in authentic business practices and consider clothing designs and marketing strategies that can connect consumers' daily lives with their sports activities.

Destination brand authenticity to destination brand engagement in tourism destination

This study examines Destination Brand Engagement (DBE) in the context of tourism primarily focusing on its outcomes rather than its antecedents. This study differs from previous studies in examines the impact of destination-centric drivers and tourist-centric perspectives. Specifically, this study explores how destination brand experience and destination brand authenticity (DBA) influence DBE. The results obtained from 352 tourists as sample and tested using structural equation modeling techniques revealed that destination brand experience and DBA positively and significantly influence DBE, along with discussions of significant managerial and theoretical implications.

Menjaga Keaslian Brand pada Brand Authenticity dengan Menggunakan Metode The Planned Behaviour

This study aims to deepen knowledge about the importance of the concept of Social Media Marketing towards Brand Authenticity, as well as to build hypotheses related to consumer potential and managerial implications for marketing. Through an in-depth study of various existing literature, it can be concluded that Social Media Marketing have significant impact to Brand Authenticity. Objectives - This study aims to highlight the mediating role of Value Co-Creation between Social Media Marketing (eWOM, Trendiness, Social Support) and Brand Authenticity. The study conducted a survey of the general public with respondents who use social media such as Instagram, TikTok, Facebook and Twitter with a sample size of 302 using Google Form and Structural Equation Modeling (SEM) to test the relationship hypothesis in the proposed model

The influence of the characteristics of sports influencer perceived by the MZ generation on brand authenticity and behavioral intention

The influence of the characteristics of sports influencer perceived by the MZ generation on brand authenticity and behavioral intention

The negative effect of virtual endorsers on brand authenticity and potential remedies

Although more and more brands are partnering with virtual endorsers for marketing, little is known about whether this approach benefits brands. Drawing on Entity-Referent Correspondence (ERC) Framework of VI Authenticity and Meaning Transfer Theory, this study explores the effect of endorser type (human vs. virtual endorser) on consumers’ perceptions of brand authenticity. Based on textual analysis and four lab experiments, our results show that consumers perceive brands that are endorsed by virtual endorsers as less authentic than those with human endorsers because they perceive virtual endorsers to be less authentic. We explore the boundary conditions of this finding by testing the moderating roles of aesthetic imperfection and multiple brand endorsements. When endorsers are designed to be aesthetically imperfect, the negative effect of virtual endorsers on brand authenticity is attenuated. When endorsers cover an excessive amount of brands, the negative effect of virtual endorsers on brand authenticity is reversed. This study contributes to the literature on virtual influencers and provides companies with practical guidelines for advertising strategies in the era of the metaverse.

Exploring the Influence of Consumer Perception, Social Norms, and Face Consciousness on Generation Z’s Willingness to Purchase Counterfeit Luxury Goods

This conceptual study explores the influence of consumer perception, social norms, and face consciousness on Generation Z's willingness to purchase counterfeit luxury goods. As the youngest and most digitally connected consumer group, Generation Z presents a unique paradox: a desire for luxury and social status juxtaposed with value-driven, often budget-conscious purchasing behaviors. Drawing on theories of consumer behavior, social identity, and face consciousness, this paper examines how Generation Z’s motivations are shaped by perceptions of counterfeit value, peer influence, and a heightened sense of social image. By analyzing these factors, the study provides a framework for understanding Gen Z's attitudes toward counterfeit luxury goods, offering insights for luxury brand managers to reinforce brand authenticity and mitigate counterfeit appeal. Findings suggest that aligning brand strategies with Gen Z’s values around authenticity, social responsibility, and exclusivity can play a pivotal role in counteracting the demand for counterfeit products, while fostering a culture of informed and ethical consumption.

Act as you preach! Authentic brand purpose versus “woke washing’s” impact on brand credibility: The moderating role of cause involvement and consumer skepticism

An increasing number of brands are taking a stance on current socio-political issues such as climate change, racism, and LGBTQ discrimination, thereby adopting a purpose-driven branding approach. However, not all measures taken are authentic, with certain brands running the risk of being accused of “woke washing.” This experimental-based study, involving 278 participants and focusing on anti-racism, investigates whether the approach taken (authentic, woke washing, or neutral) impacts brand credibility. The results indicate that an authentic brand purpose positively affects brand credibility, whereas woke washing has a negative impact compared to a neutral approach. Furthermore, cause involvement and consumer skepticism moderate the relationship between the brand’s purpose-driven approach and brand credibility. Greater cause involvement and/or consumer skepticism result in a more favorable assessment of brands with an authentic purpose-driven approach and a more negative perception of woke washing brands. This highlights the importance of brands aligning their actions with their stated values – that is, acting as they preach.

World heritage brand: the importance of trust and authenticity to visitors' perceived world heritage site value

PurposeThis research analysed visitors’ trust in and perceptions of the authenticity and value of the World Heritage (WH) brand based on theories of information seeking behaviour and perceived value.Design/methodology/approachData were obtained through a self-administrated online survey and the 818 questionnaires completed. Quantitative methods were applied including PLS-SEM modelling.FindingsThe findings show that trust in the WH brand influences individuals’ perceptions of WH sites (WHSs), and brand authenticity is an important determinant of visitors’ perceived WHS value.Originality/valueThis study extends the existing theoretical research on WH brand management and tourism behaviour by evaluating data on natural, tangible and intangible WHSs.

Investigation of The Impact of Digital Platforms on Gen Z Purchase Behaviour

Background: With the rise of digital platforms, especially social media, influencing Gen Z's purchase behavior has become a significant focus for marketers. Understanding how digital platforms impact Gen Z's purchasing decisions is crucial for developing effective marketing strategies. Aim: This study aims to investigate the impact of digital platforms on Gen Z's purchase behavior, particularly focusing on influencer marketing. It seeks to provide insights into Gen Z's perceptions and responses to influencer marketing on digital platforms. Methodology: An exploratory quantitative research approach was employed, utilizing a survey questionnaire to gather data from 150 Gen Z social media users. Simple random sampling and convenience sampling methods were used to select participants. The questionnaire included Likert-scale questions covering exposure and engagement with influencers, factors influencing purchase behavior (such as social media, influencer marketing, brand authenticity, and loyalty behavior), and demographic characteristics. Data analysis was conducted using descriptive statistics (frequencies, percentages, means, and medians) and inferential statistics (t-test) with the statistical software SPSS. Findings: The findings reveal significant insights into Gen Z's purchase behavior on digital platforms. Influencer marketing emerges as a key driver influencing their purchasing decisions. The study highlights the importance of factors such as social media engagement, brand authenticity, and loyalty behavior in shaping Gen Z's consumer preferences. Conclusion: This study highlights the importance of understanding Gen Z's behavior in the digital age. Marketers can leverage influencer marketing and emphasize brand authenticity to effectively target and engage Gen Z consumers.

I can’t get satisfaction: examining the moderating role of service brand authenticity in the relationship of imperfect experiences and satisfaction

PurposeThis study aims to examine the moderating role of dimensions of brand authenticity (continuity, credibility, integrity and symbolism) in the relationship between evaluations of imperfect experiences and satisfaction within a service experience context. Building on prior research arguing for the subjective evaluation of service experiences as well as for the use of signals during dynamic experiences that build a shield to protect a brand, it assumes that service experiences range across a continuum of experiential perfection/imperfection.Design/methodology/approachTwo Web-based surveys, one pilot (N = 231) and one main (N = 349) have been conducted. The survey methodology was complemented by a (moderated) structural equation modelling approach taken for the data analysis.FindingsThe findings indicate that imperfect experiences in a restaurant context have a negative influence on satisfaction. Brand continuity, credibility, integrity and symbolism authenticity weaken the negative relationship between imperfect experiences and satisfaction, but this effect seems to depend on the type of experiential imperfections.Originality/valueThe current study provides theoretical and preliminary empirical evidence explaining how dynamic interactions with customers can impact subsequent static experiences. The authors found that the strength of the relationship between imperfect experiential elements and satisfaction does not only depend on perceived brand authenticity and does not always weaken when brand authenticity is present.

The impact of brand authenticity on brand attachment, brand loyalty, willingness to pay more, and forgiveness - For Chinese consumers of Korean cosmetic brands -

Despite the corona-virus pandemic, Korean cosmetics maintain brand attachment in the Chinese market. This study identifies critical influencing and outcome factors of brand attachment within this consumer phenomenon. Specifically, it investigates the relationship between Chinese consumers' perceived brand authenticity and brand attachment, brand loyalty, willingness to pay a premium, and forgiveness. To this end, it uses AMOS 21.0 to analyze data collected through a questionnaire, testing the research model. The study reveals several key findings. Firstly, it assesses brand authenticity based on the following five sub-factors: consistency, naturalness, originality, advertisement truthfulness, and reliability. According to the assessment results, originality shows the most significant impact, followed by reliability, consistency, and naturalness. Furthermore, brand attachment significantly enhances brand loyalty, willingness to pay a premium, and forgiveness toward the brand. Higher levels of brand attachment lead to increased brand loyalty. In addition, greater brand attachment correlates with consumers' increased willingness to pay more for products and greater forgiveness towards the brand.