Login | Register

The brand authenticity effect: situational and individual-level moderators

Title:

The brand authenticity effect: situational and individual-level moderators

Guèvremont, Amélie and Grohmann, Bianca (2016) The brand authenticity effect: situational and individual-level moderators. European Journal of Marketing, 50 (3/4). pp. 602-620. ISSN 0309-0566 (In Press)

[thumbnail of Guevremont-Grohmann EJM 2016.pdf]
Preview
Text (application/pdf)
Guevremont-Grohmann EJM 2016.pdf - Accepted Version
Available under License Spectrum Terms of Access.
1MB

Official URL: https://doi.org/10.1108/EJM-12-2014-0746

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.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Article
Refereed:Yes
Authors:Guèvremont, Amélie and Grohmann, Bianca
Journal or Publication:European Journal of Marketing
Date:2016
Digital Object Identifier (DOI):10.1108/EJM-12-2014-0746
ID Code:990237
Deposited By: Bianca Grohmann
Deposited On:14 Feb 2022 20:29
Last Modified:14 Feb 2022 20:29
All items in Spectrum are protected by copyright, with all rights reserved. The use of items is governed by Spectrum's terms of access.

Repository Staff Only: item control page

Downloads per month over past year

Research related to the current document (at the CORE website)
- Research related to the current document (at the CORE website)
Back to top Back to top