The effect of brand authenticity on consumer–brand relationships

Abstract

Purpose This paper aims to explore the impact of brand authenticity on forming self-reinforcing assets (enticing-the-self, enriching-the-self and enabling-the-self), which subsequently influence the brand-self connectedness and consumers’ behavioral intentions. Design/methodology/approach The authors surveyed 347 consumers in the USA and Brazil and used structural equation modeling to test the relationship among brand authenticity, self-reinforcing assets, brand-self connectedness and behavioral intentions. Findings Brand authenticity was found to influence the self-reinforcing assets. In turn, the self-reinforcing assets promoted closeness toward the brand, thereby increasing the behavioral intentions of consumers to buy a product, visit a store/website in the future and recommend the brand to other people. Practical implications Marketing practitioners can use these results to promote better brand positioning by considering brand authenticity as a key factor in how consumers cognitively assess brands. Originality/value This paper shows that brand authenticity is a key antecedent of consumer–brand self-reinforcing assets.

Role of brand experience in shaping brand love

“…Since the obtained values were near to 1 (Byrne, 2010; Joshi & Yadav, 2017, 2018b; Paul, 2019), hence, the model was a good fit. Badness of fit for the model was further estimated through Root Mean Square Error of Approximation (RMSEA) which was as low as .087 (<0.10), hence, the model was not a bad fit (MacCallum et al., 1996; Oh et al., 2019). Similarly, the obtained GFI value for structural model was .874, CFI was .880, AGFI was .828 and TLI was .853.…”

Efeito Da Herança Da Marca Nos Relacionamentos Entre Consumidores E Marcas

“…considering that the elements of the brand that entice, enable, and enrich the self cater to a personally relevant and meaningful self-identity of the consumers and positively impact the self-brand connection (Park et al, 2013;Oh et al, 2017), it is proposed that each of these elements will mediate the effect of brand heritage on self-brand connection. That said, the following hypotheses are proposed:…”

“…In a postmodern market, marked by increased dynamics, uncertainty, and massive disorientation in consumption, where consumers are exposed to a variety of brands daily, creating and maintaining strong relationships with consumers is the major challenge for strategic brand management (Oh, Prado, Korelo, & Frizzo, 2017). From this perspective, research in marketing literature and consumer behavior has emphasized that one way to achieve this goal is to associate brand-specific characteristics with consumer aspirations to reinforce their identities (Belk, 1988;Escalas & Bettman, 2003;Fournier, 1998).…”

“…Although the brand AA model broadens the perspective of relationships in the consumer context, proposing important mechanisms that build the consumer-brand relationship, the failure to specify the role of marketing activities has been criticized (Oh et al, 2017). In particular, Schmitt (2013) emphasizes that this model does not specifically predict the determinants of the relationship, since it is psychological, about internal constructs and processes, and does not specify the brand components that stimulate self-reinforcing elements.…”

“…In particular, Schmitt (2013) emphasizes that this model does not specifically predict the determinants of the relationship, since it is psychological, about internal constructs and processes, and does not specify the brand components that stimulate self-reinforcing elements. Considering that consumers reach their goals through their brand choices, understanding the background and consequences of these three elements will provide important information for the development of strategies that foster the consumer-brand relationship (Oh et al, 2017).…”