Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment

Abstract

Brand value plays a vital role as a mediator between the market and the prospects. Managers with their confidence make relentless efforts to cater to the demand of the market. However, in today's times when the market is flooded with thousands of new products, it is very difficult to position the brand as an 'authentic brand'. In times of the rapidly changing consumer-market scenario, authenticity corresponds to human aspiration and thus has been propounded as a

The Effect of Brand Authenticity toward Emotional Brand Attachment: The Moderating Role of Brand Image

“…The study results are compatible with Arya et al, (2019), The brand's authenticity articulates the desire of consumers to explore meaning and intent in their lives and is a means of carrying out their expression of distinguished EMA. The brand can represent the ideal self of a consumer, achieving consumer hopes and aspirations (Thomson et al, 2005).…”

“…The more customer relates to a brand, the greater the degree of emotional connection between the customer and the brand (Assiouras et al, 2015). Vol.2, No.1, Part 1., Jan. 2021 EMA is relatively high if the brand is considered as unique and sincere (Arya et al, 2019;Jian et al, 2019). Although studies concentrated on using positive emotions and trust as mediating variables in the study of brand heritage's positive impact on brand attachment (Rose et al, 2016),…”

How Does Brand Legitimacy Shapes Brand Authenticity and Tourism Destination Loyalty: Focus on Cultural Heritage Tourism

“…Brand authenticity refers to consumers' subjective perception and evaluation of the brand based on its inherent attributes and previous experience and knowledge (del Barrio-García & Prados-Peña, 2019). Customers always expect to get more authentic brand information when making purchase decisions (Arya et al, 2019).…”

Brand Loyalty Mediation in Brand Attachment and Customer Digital Experience towards Smartphone Repurchase Intentions

“…Brand attachment and customer digital experience supports each other in generating brand loyalty (Lin et al, 2011). Additionally, brand loyalty creates repurchase intentions, as customers show their loyalty (Arya et al, 2019;Tsiotsou, 2010) through future purchases and brand advocacy (Gill-Simmen et al, 2018).…”