TY  - JOUR
AB  - Purpose This paper investigates consumer perceptions of brand authenticity (BA), perceived value (PV) and brand trust (BT) into the context of craft beer market. The purpose of this paper is to examine the statistical associations between these constructs as well as the three antecedents of BA: individuality, consistency and continuity.Design/methodology/approach The survey, delivered in an online format, was completed by 749 respondents from the USA. These respondents were gained through a basic simple random sampling technique. After conducting data analysis techniques such as reliability, correlation and regression, all five research hypotheses were accepted.Findings All three antecedents of BA were found to have significant influence on the first-order construct. Also, BA was shown to have a substantial effect on both PV and BT. The relationship between brand individuality and BA was the most significant of the five, while the association between BA and PV was found to be the least significant.Originality/value Prior research on BA, the majority of which has involved a qualitative approach, has been severely limited. The authors’ work deepens the study of the effects of BA, or its various antecedents, on PV and BT, enhancing the research with an empirical, quantitative analysis. In addition to the shortage of investigation related to these factors, there has been a nearly complete absence of the application of these variables to the craft beer market.
VL  - 28
IS  - 3
SN  - 2444-8494
DO  - 10.1108/EJMBE-10-2017-0027
UR  - https://doi.org/10.1108/EJMBE-10-2017-0027
AU  - Hernandez-Fernandez Asuncion
AU  - Lewis Mathieu Collin
PY  - 2019
Y1  - 2019/01/01
TI  - Brand authenticity leads to perceived value and brand trust
T2  - European Journal of Management and Business Economics
PB  - Emerald Publishing Limited
SP  - 222
EP  - 238
Y2  - 2024/04/24
ER  -