Abstract

Purpose – This paper examines under what conditions consumers develop emotional attachment towards authentic brands. It proposes that authentic brands’ ability to evoke attachment is contingent upon situational (i.e., need to belong and need to express the authentic self) and consumer individual difference variables (i.e., brand engagement in self-concept and personal authenticity).
Design/methodology/approach – Two experiments empirically test the effects of brand authenticity on emotional brand attachment. Experiment 1 considers the moderating roles of social exclusion and brand engagement in self-concept. Experiment 2 examines the moderating roles of situationally induced feelings of self-inauthenticity and enduring personal authenticity.
Findings – Consumers with a high level of brand engagement in self-concept show greater emotional brand attachment to authentic (vs. less authentic) brands when they feel socially excluded. Consumers with a high level of enduring personal authenticity show greater emotional brand attachment to authentic (vs. less authentic) brands when they experience situations that make them feel inauthentic.
Practical implications – This research has implications for brand communication strategies adopted by brands that are positioned strongly on authenticity.
Originality/value – This research is one of the few to examine the effect of brand authenticity on brand attachment taking into account the moderating role of situational and individual difference variables. The findings contribute to the brand attachment and brand authenticity literatures.