How do Emotions Influence Brand Attachment? The Mediation Role of Brand Authenticity: An Abstract

Abstract

In time of uncertainty, brand authenticity is seen as one of the major factors of brand success. Both academics and practitioners have come to the conclusion that brand authenticity has become an essential trait of the brand in times when consumers are overwhelmed with product offerings. This research examines the impact of emotions on brand attachment by studying the mediating role of perceived brand authenticity. In-store emotions and consumption emotions have been taken into consideration. A multifaceted conceptualization of perceived brand authenticity has been considered with continuity, credibility, integrity, and symbolism dimensions. A study was conducted on 349 consumers of a chocolate brand. Empirical results show the existence of a total mediating effect of perceived brand authenticity in the relationship between consumption emotions and brand attachment. This effect is reached through the mediation of credibility, integrity, and continuity dimensions. For in-store emotions, only the symbolic dimension has a partial mediating effect. The findings of this research are discussed, and implications for marketing theory and for managers are recommended.

Understanding Authenticity in Digital Cause-Related Advertising: Does Cause Involvement Moderate Intention to Purchase?

“…Authenticity has become one of the common words used in modern advertising, with both marketers and ad agencies convinced that execution of an authentic ad is key to effective advertising and brand success (Morhart et al, 2015;Hallem et al, 2019). Specifically, prior research has suggested that authenticity provides a competitive edge in crowded marketplaces (Hallem et al, 2019), stimulates brand trust (Anderberg and Morris, 2006), helps and moderates emotional attachment to a brand (Hallem et al, 2019), is key to the success of cause-related marketing partnerships (Kotler et al, 2012) and helps consumers find genuineness, truth and virtue within their mix of consumption goals (Michael and Beverland, 2010). Authentic advertising can help create personal brand resonance and helps overcome consumer scepticism about advertising.…”

“…It is widely claimed that authenticity is a major driver of advertising success (Hallem et al, 2019;Becker et al, 2019). However, it is not clear what authenticity means in different contexts and situations.…”

“…It is therefore essential to understand how consumers evaluate and respond to digital CRM ads, especially since digital advertising has become ubiquitous, intrusive and highly competitive. Prior research has indicated that authenticity is crucial to all advertising and marketing success (Beverland and Farrelly, 2010;Hallem et al, 2019;Becker et al, 2019), yet there is no common understanding of what authenticity entails (Grayson and Martinec, 2004). Hence, understanding the authenticity evaluation of digital CRM advertising can provide the basis for its appeal to digital consumers.…”