Brand Authenticity Research Articles

Effects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands

PurposeThis study aims to develop a robust theoretical framework to explain the impact of hotels’ green brand authenticity on guests’ perceptions of well-being, customer engagement and approach behaviors toward green brands.Design/methodology/approachIn this study, the authors examined the effect of green brand authenticity on perceptions of well-being, customer engagement and approach behaviors toward green brands. For the quantitative empirical analysis, 352 samples were used. Green brand authenticity integrates quality commitment, heritage, uniqueness and symbolism as high-dimensional factors.FindingsThe study conceptualizes green brand authenticity as a multi-dimensional phenomenon with four dimensions: quality commitment, heritage, uniqueness and symbolism. The results showed that green brand authenticity has a positive effect on hotel guests’ perceived well-being and behavioral intentions. Interestingly, environmental values did not have a statistically significant regulatory role, while green behavior in everyday life had a partial regulatory role.Practical implicationsThis study aims to develop and empirically test a conceptual model that depicts the function of green authenticity in explaining customer responses to green brands. The results and the theoretical framework proposed in this study provide significant insights for researchers and practitioners in the hotel industry.Originality/valueFurther than evaluating brand authenticity generally, this study evaluates the authenticity of a brand's environmental protection efforts. As a result of the empirical analysis conducted in this study, the green brand authenticity of a hotel had a positive effect on customers’ emotional and behavioral aspects. This finding provided valuable and meaningful insights for green hotels and hotel brand-related research.

Service failure recovery on customer recovery satisfaction and attitude loyalty for airline industry: the moderating effect of brand authenticity

Service failure recovery on customer recovery satisfaction and attitude loyalty for airline industry: the moderating effect of brand authenticity

Perfectly Imperfect: How Body-Positive Advertisements in Social Media Foster Consumer Engagement

While brands are working to break down beauty stereotypes and employing body-positive advertisements to foster consumer engagement, empirical research on the influence of body-positive advertisements is scarce. This research integrates the literature on body positivity and gender-role stress theory to examine, across two studies, how and when body-positive advertisements influence consumer engagement. Our results indicate that consumers’ responses to body-positive (versus thin-ideal) advertisements lead to greater engagement with the brand when gender-role stress is high (versus low). Notably, body-positive explicit and implicit advertising strategies increase engagement, with implicit strategy fostering greater engagement than explicit strategy. Furthermore, we show that consumers’ perceived brand authenticity is the psychological mechanism underlying the impact of body positivity on consumer engagement. These findings advance the literature on body image in advertising and offer marketers a better understanding of the use of body-positive advertising strategy in their marketing and communication campaigns.

Utilitarian vs hedonic roles of service robots and customer stereotypes: a person–environment fit theory perspective

PurposeDrawing on person–environment fit theory, this study aims to investigate how the relationships between service task types (i.e. utilitarian and hedonic service tasks) and perceived authenticity (i.e. service and brand authenticity) differ under different conditions of service providers (human employee vs service robot). This study further examines whether customers’ stereotypes toward service robots (competence vs warmth) moderate the relationship between service types and perceived authenticity.Design/methodology/approachUsing a 2 × 2 between-subjects experimental design, Study 1 examines a casual restaurant, whereas Study 2 assesses a theme park restaurant. Analysis of covariance and PROCESS are used to analyze the data.FindingsBoth studies reveal that human service providers in hedonic services positively affect service and brand authenticity more than robotic employees. Additionally, the robot competence stereotype moderates the relationship between hedonic services, service and brand authenticity, whereas the robot warmth stereotype moderates the relationship between hedonic services and brand authenticity in Study 2.Practical implicationsRestaurant managers need to understand which functions and types of service outlets are best suited for service robots in different service contexts. Robot–environment fit should be considered when developers design and managers select robots for their restaurants.Originality/valueThis study blazes a new theoretical trail of service robot research to systematically propose customer experiences with different service types by drawing upon person–environment fit theory and examining the moderating role of customers’ stereotypes toward service robots.

The dynamic nature of brand authenticity for a new brand: Creating and maintaining perceptions through iconic, indexical, and existential cues

AbstractAlthough brand authenticity has been studied across multiple domains, the development and maintenance of brand authenticity in new brands has never been explored. This study provides the first evidence of the evolving nature of brand authenticity (i.e., the creation and maintenance phases) through the interplay of iconic (impression‐based brand characteristics), indexical (evidence‐based brand characteristics), and existential (self‐referential brand characteristics) cues for a new brand. Sixteen season ticket holders for a new sports team brand were interviewed two times each (during and after the team's inaugural season). The analysis shows the interplay of authenticity cues in the development and maintenance of authenticity perceptions, such that indexical and existential cues replace iconic cues as the consumer‐brand relationship evolves. The results reveal the critical roles of existential cues in creating a self‐relevant relationship with consumers as well as the underlying dimensions (i.e., virtuousness, proximity, and transparency) and outcomes (e.g., brand attitude and emotional brand attachment) of authenticity for a new brand. This study provides evidence that new brands can benefit from authenticity perceptions and offers insights into the underlying process in terms of antecedents and outcomes, contributing to authenticity and branding literature.

Enhancing brand equity through multidimensional brand authenticity in the fashion retailing

Excessive marketing competition among brands has recently increased consumer demand for brand authenticity. Brand authenticity has become a precondition for successful business practice. Consequently, any brand uses brand authenticity to decrease consumer distrust regarding marketing strategies and strengthen brand power and image. Accordingly, in relation to fashion brands, the objective of this study is to explore the association between multidimensional brand authenticity (i.e., authenticity toward product and corporate) and customer based brand equity (CBBE) components. In this research, the impacts of CBBE were assessed by conducting an online survey with the participation of 1733 Korean fashion brand shoppers. Additionally, the study explores the moderating influence of service providers' authenticity on the relationships between multidimensional brand authenticity and CBBE. The outcomes reveal that multidimensional brand authenticity effects perceived quality, brand association, and awareness. Additionally, brand association and awareness affect loyalty. Multi-group analysis is conducted to identify the difference between customers with low and high service providers' authenticity. By revealing a role for multidimensional brand authenticity and CBBE, this research adds to the existing literature on fashion brand. Furthermore, practitioners and marketers can derive valuable insights for developing marketing strategies across various brands from the outcomes of this research.

Green Euphoria: Unraveling the Power of Sustainable Brands - Examining the Nexus of Green Brand Image, Authenticity, and Emotional Well-being with the Mediating Force of Green Brand Attachment

Pupose: The study intends to examine the indirect relationship between green brand image and green brand authenticity on consumer emotional well-being through the mediating variable of green brand attachment.
 Method: This study employs a quantitative-explanatory approach to examine the relationships between variables. The research focuses on consumers of environmentally friendly cosmetic products in Indonesia. The analysis utilized in this study is Structural Equation Modeling based on Partial Least Squares. The exact number of respondents analyzed in this research is 300 individuals who use environmentally friendly cosmetic products in Indonesia.
 Result: The findings of this research indicate that Green Brand Authenticity (GA) and Green Brand Image (GBI) have a positive impact on Consumer Emotional Well Being (CWB). Similarly, Green Brand Authenticity (GA) and Green Brand Image (GBI) positively influence Green Brand Attachment (GBA). Green Brand Attachment positively affects Consumer Emotional Well Being (CWB). Green Brand Attachment (GBA) plays a partial mediating role in accommodating the relationship between Green Brand Authenticity (GA) and Green Brand Image (GBI) with Consumer Emotional Well Being (CWB).

Increasing Sport Fans’ Receptivity to Sustainability Messaging Through the Enhancement of Brand Authenticity

Brand authenticity is a crucial concept in determining a continuing relationship between a team and its fans. To better understand brand authenticity in the sport industry, this study explored how professional sport teams’ brand authenticity can be enhanced by its antecedents and what is the role of brand authenticity on fan loyalty, ultimately enhancing receptivity to environmental sustainability messaging. A total of 349 fans of the National Football League participated in an online survey. This research employed structural equation modeling to examine the relationships among the eight main constructs in the hypothesized research model. The results indicated that the five predictors positively influenced the team’s brand authenticity. Furthermore, enhanced brand authenticity impacted fan loyalty, while receptivity to environmental sustainability messaging was affected by fan loyalty and environmental sustainability attitude. The findings demonstrate how sport organizations can increase fans’ receptivity to environmental sustainability messaging through fans’ perceived brand authenticity and loyalty.

Investigating nostalgia’s influence on brand love

PurposeThe present study aims to deepen the understanding of the relationship between nostalgic brand positioning, nostalgic brand relationship dimensions and brand love.Design/methodology/approachThis study is based on the data collected from 401 citizens of Tehran aged over 18 years old. Respondents admitted that they have felt love for at least one Iranian brand in their lives. The data collected from a questionnaire and the hypothesized relationships were analyzed using the partial least squares approach using Smart PLS.FindingsThe results showed that nostalgic brand positioning positively and significantly impacts nostalgic brand relationship dimensions. Also, there was a positive and significant relationship between nostalgic brand relationship dimensions and brand love. Nostalgic brand positioning has a significant effect on brand love through the mediating role of the nostalgic brand relationship.Originality/valueThe major contribution of this research is that, based on the construal level theory and literature review, the authors developed a conceptual model in which nostalgic brand relationship dimensions, i.e. emotional attachment, brand local iconness, and brand authenticity, explain how nostalgic brand positioning results in brand love.

The Influence of the Construct Authenticity of Time-Honored Brand on Brand Loyalty—The Role of Nostalgic Tendency and Brand Identity

The Influence of the Construct Authenticity of Time-Honored Brand on Brand Loyalty—The Role of Nostalgic Tendency and Brand Identity

Analysing the effects of brand authenticity on consumer trust and loyalty in Punjab's FMCG sector

Analysing the effects of brand authenticity on consumer trust and loyalty in Punjab's FMCG sector

Attribution of Perceived Brand Authenticity (PBA) in the Relationship of Brand Related Cues and Brand Attachment

Attribution of Perceived Brand Authenticity (PBA) in the Relationship of Brand Related Cues and Brand Attachment

<span>The Impact of Brand Authenticity on Purchasing Intention: The Mediating Role of Brand Trust</span>

<span>The Impact of Brand Authenticity on Purchasing Intention: The Mediating Role of Brand Trust</span>

The Role of Digital Marketing as a Resilience Factor in Cultural Heritage Tourism: A Conceptual Paper

This paper aims to investigate the effects of online destination brand experience, destination brand authenticity, and ethical digital destination marketing on the behavioural intentions of cultural heritage tourism destinations. In this study, a sample of 315 respondents will be collected among the tourists at cultural heritage destinations in Malacca and Penang, Malaysia. The types and sources of data in this investigation will be based on quantitative data, which is primary data obtained through questionnaires. The sampling technique was a purposive sampling technique. The data collection method used in this research is allocating an opinion poll online using Google Forms. The findings of this research will be beneficial for tourism marketers in forming a strategy to attract travellers and enhance the destination’s brand image.

Can authenticity be built? Looking for factors that influence authentic brand activism

Can authenticity be built? Looking for factors that influence authentic brand activism

Interplay of Brand Authenticity and customer inspiration on Brand Outcomes

The current study is aimed at examining authenticity and inspiration within the context of consumer behavior. For this purpose, the researcher investigated the impact of brand authenticity on brand outcomes (brand advocacy and brand love). The objective is to provide a comprehensive understanding of the entire decision-making process through mediating mechanisms and customer inspiration based on the proposed linkages. A non-probability convenience sampling technique has been used for this study. The study first adopted the nominal group technique to establish the existence and understanding of the constructs in our context, followed by a cross-sectional research design to investigate how witnessing an authentic experience influences the consumption behavior of the consumers. Finally, the researcher collected the data through a questionnaire adopted and validated from past research. The deductive approach, survey strategy, and quantitative methodology are used for the current study. Employing a cross-sectional research design, the data has been collected through multi-stage and convenience sampling (N = 261). Analysis such as measurement model, structural model, mediation analysis, and moderation analysis were performed via means of structural equation modeling through Smart PLS4. Findings indicate that a) results reveal significant relationships for all direct path hypotheses, and b) customer inspiration found a significant mediator between brand authenticity and brand outcomes (brand advocacy and brand love).

Perceived Brand Authenticity as the Answer to Global Crises

Purpose: The aim of the article is to assess the impact of perceived brand authenticity and its different dimensions on the brand choice of young consumers. Design/methodology/approach: The experiment was applied in the study. A sample of 180 Polish young respondents from Lodz region participated in the study in December 2022. Findings: The research results confirm that perceived brand authenticity positively affects the brand choice in case of young consumers, even if a higher price is applied. The most important PBA dimension in the case of mineral water is the brand naturalness. The study also proved that the brand origin can increase the perceived brand authenticity. Research limitations/implications: The sample is limited to young consumers and the studied brands represent only 1 category of products. Originality/value: The key dimensions of perceived brand authenticity important for young Polish consumers were identified for the brand representing the food sector.

The Effect Of Brand Experience On Brand Love Mediated By Brand Authenticity For Wardah Consumers In Yogyakarta

In The use of cosmetics has become an important need for most women. As technology evolves, brands have an ever-increasing arsenal of weapons to use in creating brand experiences. Wardah is a cosmetic brand that is quite attractive to women because it is safe to use and has a halal label. Customers' love for the Wardah brand is based on products that are safe on the skin, easy to find, and varied products. Wardah products occupy the second position as a local beauty brand. The research was conducted using quantitative methods by distributing online questionnaires to women aged 17-45 years old, living in Yogyakarta, having an interest in Wardah products, and having experience buying Wardah products. The results in this study indicate that the three supporting attributes of brand experience, namely sensory brand experience, behavioral brand experience, and intellectual brand experience, all have a positive influence on brand authenticity. The variables that have the strongest influence and are directly related to brand authenticity are sensory brand experience, behavioral brand experience, and intellectual brand experience. While the affective brand experience variable is not proven to have a significant effect on brand authenticity. And the brand authenticity variable has a positive and significant effect on brand love.

AN EXAMINATION OF THE MEDIATING ROLE OF BRAND LOVE AND BRAND IMAGE IN THE IMPACT OF BRAND AUTHENTICITY ON POSITIVE WORD-OF-MOUTH COMMUNICATION

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.

ENHANCEMENT OF BRAND LOVE RESONANCE CAPABILITIES ON DESTINATION LOYALTY: S-DL PERSPECTIVE

The emergence of inconsistencies in study findings regarding destination brands does not contribute to an increase in customer loyalty toward tourist destinations. Furthermore, exploring the capacity to expand affection for the brand is a meaningful topic within the tourism business phenomenon. Therefore, it is crucial to examine how well the tourism business can reflect the affection for the destination brand. This study aimed to explore and develop the conceptual and empirical relationship between brand authenticity and destination loyalty. To conduct the analysis, a quantitative method was selected, using a sample of 297 respondents in Central Java, Indonesia. The data collected from distributing questionnaires were then processed using SEM-PLS software. Furthermore, the study was grounded in the Service-Dominant Logic perspective and focused on operant resources with the potential to enhance the value of natural destinations by capturing the emotional resonance of the destination brand. The results showed that loyalty goals were empirically and practically increased by creating a context-based model and leveraging the capability of brand love resonance. The approach addressed the gaps in prior studies and provided tourism actors with the means to consider external characteristics.