The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence

Marka Otanti̇kli̇ği̇ Ve Marka Sadakati̇ Arasindaki̇ İli̇şki̇de Marka Aşkinin Düzenleyi̇ci̇ Rolü

“…The effect of brand authenticity on brand love, which is another subject examined in the study, is also similar to many studies in the literature explaining a positive relationship (Riivits-Arkonsuo et al, 2014: Hüsken andHenkel, 2016;Alnawas and Altarifi, 2016;Manthiou et al, 2018;Mody and Hanks, 2020). After revealing the effects of brand authenticity and sub-dimensions on brand loyalty, the moderating role of brand love in these effects was investigated.…”

“…In the studies in the literature, it is seen that brand authenticity has a positive effect on people's emotions and positively affects brand love (Riivits-Arkonsuo et al, 2014;Hüsken and Henkel, 2016;Alnawas and Altarifi, 2016;Manthiou et al, 2018;Mody and Hanks, 2020). Studies are researching the moderating effect of brand love on the relationships between other brand concepts and brand loyalty.…”

Service failure recovery on customer recovery satisfaction for airline industry: The moderator of brand authenticity and perceived authenticity

“…In the airline and hospitality industry, an authentic experience is an essential motivation for a passenger; therefore, when a perceived authenticity and brand authenticity are high, the need for authenticity is satisfied, and the passenger is more likely to repurchase the airlines and recommend it to others. It has been found that the perception of authenticity positively affects customer satisfaction for service recovery (Beverland & Farrelly, 2010; Manthiou et al, 2018; Shen, Guo, & Wu, 2014). The following hypotheses are therefore proposed (see Figure 1).…”

“…As the core element of brand recognition and brand identity, brand authenticity implies an original place, a commitment to quality, and continuity of the brand essence and influences purchase intentions (Napoli, Dickinson, Beverland, & Farrelly, 2014); thus, brand authenticity is currently highly important for both academics and practitioners (Kososki & Prado, 2017). In the marketing literature, previous studies have examined the brand authenticity significantly improves brand attitude (Ilicic & Webster, 2014; Manthiou, Kang, Hyun, & Fu, 2018). In the tourism industry, the perception of the authenticity of the tourism experience has been recognized as an essential attractive resource for customer repurchase and satisfaction.…”

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

“…To beloved brands, authenticity is seen as a distinct dimension (Napoli et al, 2014). unique characteristics participants customers to be attached to the brand (Bilgihan et al, 2018;Manthiou et al, 2018…”