Exploring the Consequences of Brand Authenticity

DOI

10.2991/aebmr.k.200915.075How to use a DOI?

Keywords

brand authenticity, brand relationships quality, brand trust, purchase intention

Abstract

Brand Authenticity is essential for luxury brands. This study aims to explore the consequences of Brand Authenticity in luxury brands. Furthermore, it will analyse the effect of Brand Relationship Quality and Brand Trust toward Purchase Intention for data collection; this study conducts a survey that generates 280 datasets and used SEM to test the hypotheses. The results demonstrate that Brand Authenticity positively effects Brand Relationship Quality, and Brand Trust and brand trust have an impact on purchase intention. Brand Relationship Quality did not influence the purchase intention of luxury brands. It demonstrates how Brand Authenticity impact to a luxury brand through Brand Relationship Quality and Brand Trust. This study also indicated brand authenticity might offer benefits to purchase intention by influencing consumer’s trust in the brands. Also, the findings confirm the positive consequences of Brand Trust on consumer behaviour ascribed to the authenticity concept by marketing literature.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Luki Adiati Pratomo
AU  - Ovy Noviati Nuraini Magetsari
PY  - 2020
DA  - 2020/09/15
TI  - Exploring the Consequences of Brand Authenticity
BT  - Proceedings of the International Conference on Management, Accounting, and Economy (ICMAE 2020)
PB  - Atlantis Press
SP  - 336
EP  - 339
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200915.075
DO  - 10.2991/aebmr.k.200915.075
ID  - Pratomo2020
ER  -