Exploring the Consequences of Brand Authenticity

Abstract

Brand Authenticity is essential for luxury brands. This study aims to explore the consequences of Brand Authenticity in luxury brands. Furthermore, it will analyse the effect of Brand Relationship Quality and Brand Trust toward Purchase Intention for data collection; this study conducts a survey that generates 280 datasets and used SEM to test the hypotheses. The results demonstrate that Brand Authenticity positively effects Brand Relationship Quality, and Brand Trust and brand trust have an impact on purchase intention. Brand Relationship Quality did not influence the purchase intention of luxury brands. It demonstrates how Brand Authenticity impact to a luxury brand through Brand Relationship Quality and Brand Trust. This study also indicated brand authenticity might offer benefits to purchase intention by influencing consumer's trust in the brands. Also, the findings confirm the positive consequences of Brand Trust on consumer behaviour ascribed to the authenticity concept by marketing literature.

The Relationship between Brand Authenticity and Brand Evangelism: An Empirical Study on Athletes Sports Shoes”

“…The results of Al-Meshal et al's (2020) research revealed that brand authenticity has a positive effect on purchase intention and that agree with the researchers' result. Also, Pratomo and Magetsari (2020) has proven that purchase intention is a consequence of Brand Authenticity. Additionally, Brand credibility has a positive effect on purchase intention as the result of this study (Kemp & Bui, 2011).…”

Quadrilateral Brand: The Journey of Brand Trust in Building Brand Equity

“…Usually, the brands kept in the consumer's memory are the preferred brand tendencies [14]. Brand awareness includes recall, recognition, always remembering the brand, purchase, and consume [15]- [18].…”

“…Brand equity is widely conceptualized as a distinct image consumers hold towards a particular product in the market [8]. Brand equity indicators include virtue, ability to meet functional needs, personal evaluation of customers, customer response, customer reaction, and resonance [15], [19], [25]- [28].…”