Effects of perceived brand authenticity in health functional food consumers
ISSN: 0007-070X
Article publication date: 4 December 2019
Issue publication date: 9 January 2020
Abstract
Purpose
The purpose of this paper is to empirically analyze how brand authenticity (BA) as perceived by consumers who take health functional foods (HFF) strengthen the brand relationship quality (BRQ) and positively affects brand loyalty.
Design/methodology/approach
The five sub-dimensions of BA perceived by HFF consumers, elicited through a focus group interview, were conceptualized as a second-order reflective construct. To identify the influences of the sub-dimensions of BA on each construct of the BRQ and the influence on brand loyalty though mediating BRQ, an empirical analysis was done using partial least squares-based structural equation modeling.
Findings
All the sub-dimensions of BA positively affect each of the BRQ s (brand satisfaction, brand trust and brand commitment) excepting product authenticity on brand commitment, and originality on brand trust. The impact of BA positively affects brand loyalty by mediating brand relationship qualities.
Originality/value
It is found that BA is an important antecedent for forming BRQ with consumers in the HFF industry, in which building trust with consumers is important. BA is an important factor in brand management of HFF.
Keywords
Citation
Lee, J. and Chung, L. (2020), "Effects of perceived brand authenticity in health functional food consumers", British Food Journal, Vol. 122 No. 2, pp. 617-634. https://doi.org/10.1108/BFJ-07-2019-0515
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited