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The impact of brand authenticity on brand attachment in the food industry

Ioannis Assiouras (Toulouse Business School, University of Toulouse, Toulouse, France)
Georgia Liapati (Department of Marketing, University of Toulouse, Toulouse, France)
Georgios Kouletsis (Department of Business Administration, Technological Institute of Piraeus, Athens, Greece)
Michalis Koniordos (Department of Business Administration, Technological Institute of Piraeus, Athens, Greece)

British Food Journal

ISSN: 0007-070X

Article publication date: 2 February 2015

Abstract

Purpose

The purpose of this paper is to investigate the impact of brand authenticity on brand attachment and subsequently on consumer behaviour related to food brands.

Design/methodology/approach

Results are derived from primary data collected from a consumer sample in Greece. Respondents rate their brand authenticity and brand attachment for two well established authentic Greek brands in the food industry.

Findings

The study confirms that brand authenticity predicts the brand attachment, while brand attachment influences consumers purchase intentions, willingness to pay more and promote the brand.

Practical implications

The benefits of brand authenticity should not be ignored and should be protected by the brand managers of food brands because it can be the one of the competitive advantages that can be leveraged in the competitive food industry sector.

Originality/value

It provides the required empirical support for the impact of brand authenticity on brand attachment and behavioural intentions in the food industry.

Keywords

Citation

Assiouras, I., Liapati, G., Kouletsis, G. and Koniordos, M. (2015), "The impact of brand authenticity on brand attachment in the food industry", British Food Journal, Vol. 117 No. 2, pp. 538-552. https://doi.org/10.1108/BFJ-03-2014-0095

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited