An empirical examination of human brand authenticity as a driver of brand love

Osorio, María Lucila; Centeno, Edgar; Cambra‐Fierro, Jesús

doi:10.1016/j.jbusres.2023.114059

Cited by 6 publications

(1 citation statement)

References 80 publications

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“…Perceived brand authenticity, viewed as a consumer's perception of a brand's authenticity, has become an important purchasing criterion beyond factors like product quality and cost [1] [6] . Previous research has examined the influence of brand authenticity on consumer brand engagement [1] [7] , but whether AR interactivity can act as a precursor to brand authenticity has not been explored.…”

Section: Introductionmentioning

confidence: 99%

The Effect of Augmented Reality Interactivity on Consumer Brand Engagement — A Chain Mediating Model

Weiwei Dong

2024

jes

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The use of augmented reality (AR) technology has changed the way companies and consumers engage with brands. Although some theoretical literature points out that the interactivity of augmented reality helps to improve consumer brand engagement, there is a lack of systematic empirical research on how the interactivity of augmented reality affects consumer brand engagement through process mechanisms. Based on the understanding of existing research gaps, relying on the theory of social presence and brand authenticity and 368 online questionnaire data, we constructed a structural equation model containing the chain mediation effect, and explored the chain mediation effect of social presence and perceived brand authenticity, as well as the moderating effect of psychological ownership and self-consistency. The results indicated that (1) augmented reality interactivity had a significant positive effect on consumer brand engagement; (2) social presence and perceived brand authenticity had a significant positive effect on consumer brand engagement; (3) social presence and perceived brand authenticity partially mediated between augmented reality interactivity and consumer brand engagement, and together they acted as a chain mediator; and (4) Psychological ownership positively moderates the relationship between social presence and consumer brand engagement; (5) Self-congruence positively moderates the relationship between perceived brand authenticity and consumer brand engagement; and (6) Consumer brand engagement has a significant positive effect on word-of-mouth communication and brand use intention. This study enriches the research on the interface between augmented reality technology and brand management, and provides practical significance for enterprises to utilize AR technology for brand marketing.

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Section: Introductionmentioning

confidence: 99%

The Effect of Augmented Reality Interactivity on Consumer Brand Engagement — A Chain Mediating Model

Weiwei Dong

2024

jes

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Value perceptions and YouTube influencer-user dynamics: a mediated pathway to enhanced trust, commitment, and purchase intentions

Seo,

Lee,

Newcombe

et al. 2024

Journal of Marketing Communications

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Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types

Liu,

Lee

2024

JPBM

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Purpose This study aims to investigate the rising trend of virtual influencers – digitally created characters with human-like attributes. It aims to evaluate and compare their effectiveness with human influencers in terms of brand attitudes and purchase intentions. It uncovers the mechanisms underlying the differences in effectiveness observed between virtual influencers and their human counterparts. Design/methodology/approach The research uses a 2 (influencer type: human vs virtual) × 3 (product type: functional vs symbolic vs experiential) between-subjects design. Through a pilot study (n = 334) and a main study (n = 352), the research examines the interactive effects of influencer and product type on brand attitude and purchase intentions. Hypotheses were developed and tested using moderating mediation models centered on authenticity and product–endorser fit. Findings Virtual influencers are perceived as less authentic than human influencers across all product types, negatively influencing brand attitude and purchase intention. However, the extent to which influencer type affects brand attitudes and purchase intentions, mediated by product–endorser fit, varies based on the product type. Originality/value This research emphasizes two key mechanisms – authenticity and product–endorser fit – influencing the effectiveness of virtual influencers. It suggests that aligning virtual influencers with suitable product types can offset their perceived authenticity deficit, significantly affecting their endorsement effectiveness.

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An empirical examination of human brand authenticity as a driver of brand love

Cited by 6 publications

References 80 publications

The Effect of Augmented Reality Interactivity on Consumer Brand Engagement — A Chain Mediating Model

The Effect of Augmented Reality Interactivity on Consumer Brand Engagement — A Chain Mediating Model

Value perceptions and YouTube influencer-user dynamics: a mediated pathway to enhanced trust, commitment, and purchase intentions

Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types

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