文章基本信息

标题：Impact of Brand Authenticity on Brand Attitude and Loyalty: The Mediating Role of Self-brand Connection
本地全文：下载
作者：Hyun Jung Park
期刊名称：Research Journal of Business Management
印刷版ISSN：1819-1932
电子版ISSN：2152-0437
出版年度：2017
卷号：11
期号：2
页码：74-79
DOI：10.3923/rjbm.2017.74.79
出版社：Academic Journals Inc., USA
摘要：Background: This study investigates the linkage between brand authenticity, self-brand connection and brand attitude or loyalty to explore how various authentic characteristics of brands can be used for consumers to connect themselves to the brands and reinforce their identity. Materials and Methods: Brand authenticity was operationalized as consisting of factors: Originality, reliability, quality commitment, heritage and consistency. Results: Self-brand connection fully mediated the relationship between brand originality and consumers brand attitude or loyalty and partially mediated the relationship between brand reliability or quality commitment and consumers brand attitude or loyalty. Brand consistency did not significantly relate to self-brand connection but enhanced brand attitude. Conclusion: This study indicated that efforts to enhance brand authenticity may offer benefits by influencing consumers sense of connection to the brand. Self-brand connection generated through perceived authenticity creates favorable responses.