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The effect of brand authenticity on consumer–brand relationships

Hyunjoo Oh (Department of Marketing, University of Florida, Gainesville, Florida, USA)
Paulo Henrique Muller Prado (Department of Business Administration, Universidade Federal do Paraná, Curitiba, Brazil)
Jose Carlos Korelo (Department of Business Administration, Universidade Federal do Paraná, Curitiba, Brazil)
Francielle Frizzo (Department of Business Administration, Universidade Federal do Paraná, Curitiba, Brazil)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 19 February 2019

Issue publication date: 20 March 2019

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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.

Keywords

Acknowledgements

The authors would like to thank Professor Elder Semprebon of Universidade Federal do Paraná and Professor Juliana Medeiros of Pontifícia Universidade Católica do Paraná for their assistance with data collection.

The authors contributed equally to this work.

Citation

Oh, H., Prado, P.H.M., Korelo, J.C. and Frizzo, F. (2019), "The effect of brand authenticity on consumer–brand relationships", Journal of Product & Brand Management, Vol. 28 No. 2, pp. 231-241. https://doi.org/10.1108/JPBM-09-2017-1567

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited