Authenticity as an antecedent of brand image in a positive emotional consumer relationship: the case of craft beer brands

Abstract

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 Bruhn et 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.

Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm

“…H5a and H5b demonstrated that the interaction effects of perceived brand authenticity and brand image significantly impacted perceived brand loyalty in terms of brand trust while having no effect on consumers’ PWOM toward global brands. A positive brand image contributes positively to a brand’s authenticity (Rodrigues et al , 2021). Thus, an authentic brand image can assist companies in achieving competitive advantages by fostering consumer trust in brands (Napoli et al , 2014; Schallehn et al , 2014).…”

“…Thus, authenticity is associated with a person who is real and authentic to his or her own identity in order to confront external incidents (Safeer et al, 2021b;Schallehn et al, 2014). Likewise, authenticity assessment is primarily based on consumers' perceptions (Rose and Wood, 2005) and consumer perceptions are essential when evaluating the authenticity of CSR initiatives and global brands (Moehl and Friedman, 2021;Fatma and Khan, 2022;Safeer et al, 2021b).…”

Pengaruh Selebgram Endorser, Online Consumer Review, dan Brand Image terhadap Minat Beli (Studi Kasus pada Brand Byoote)

“…Brand Image. Brand image telah digambarkan sebagai suatu hal yang penting untuk mengidentifikasi bagaimana perasaan konsumen terhadap brand dan hubungan positif mereka di dalamnya (Rodrigues et al, 2021).…”

“…Dalam bersaing dengan banyaknya brand sejenis, pelaku usaha atau bisnis perlu membangun brand image. Brand image telah digambarkan sebagai suatu hal yang penting untuk mengidentifikasi bagaimana perasaan konsumen terhadap brand dan hubungan positif mereka di dalamnya (Rodrigues et al, 2021). Oleh karena itu, penting bagi pelaku usaha menciptakan sebuah brand image yang baik di mata konsumen.…”

amor hacia la marca, un factor determinante de la lealtad hacia marcas del sector textil

“…Por lo tanto, la imagen de marca es un factor relevante al momento de generar emociones lo cual se traduce en un amor de marca (Rodrigues et al, 2021), es por ello que los consumidores identifican a la marca por los beneficios o atributos que esta les represente (Ceyhan & Yozgat, 2021).…”