Brand Authenticity and Consumers’ Willingness to Recommend by Word-of-Mouth: The Mediating Effect of Brand Attachment
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Published
Dec 15, 2023
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Abstract
This study aimed to investigate the impact of brand authenticity dimensions (namely continuity, integrity, credibility, and symbolism) on consumers’ propensity to engage in word-of-mouth recommendations (RWOM) within the cell phone sector. Grounded in the Cognitive-Affective-Behavioral Theory and Self-congruity Theory, the study further probed the mediating role of brand attachment in the association between brand authenticity and RWOM. By employing quantitative methodologies and snowball sampling, the study garnered responses from 515 Chinese participants, aged 18 and above, who are users of China’s top six cell phone brands. The data was critically examined using Structural Equation Modeling (SEM). The outcomes revealed that all dimensions of brand authenticity had a notable positive correlation with both RWOM and brand attachment, with brand credibility exhibiting the most potent influence. Moreover, brand attachment was confirmed to bolster RWOM positively. Intriguingly, brand attachment emerged as a partial mediator linking brand authenticity’s dimensions with RWOM. These insights not only augment the academic discourse surrounding brand authenticity and RWOM but also furnish practical guidelines for corporations aiming to fortify authentic branding and foster consumer recommendation tendencies. Enterprises specializing in mobile phone brands should prioritize the genuineness of their branding. They should amplify the promotion of their unique brand strengths, bolstering consumers’ recognition of the brand’s authenticity. Simultaneously, it’s crucial to tap into consumers’ emotional resonance, deepening their allegiance to the brand. This strategy not only promotes a favorable brand image among consumers but also fosters positive word-of-mouth, further solidifying its esteemed reputation.
Keywords: Brand Attachment, Brand Authenticity, Cognitive-Affective-Behavioral Theory, Recommend by Word-of-Mouth, Self-congruity Theory
References
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Becker, M., Wiegand, N., & Reinartz, W. J. (2019). Does It Pay to Be Real? Understanding Authenticity in TV Advertising. Journal of Marketing, 83(1), 24–50. https://doi.org/10.1177/0022242918815880
Beverland, M. B., & Farrelly, F. J. (2010). The Quest for Authenticity in Consumption: Consumers’ Purposive Choice of Authentic Cues to Shape Experienced Outcomes. Journal of Consumer Research, 36(5), 838–856. https://doi.org/10.1086/615047
Beverland, M. B., Farrelly, F., & Quester, P. G. (2010). Authentic Subcultural Membership: Antecedents and Consequences of Authenticating Acts and Authoritative Performances. Psychology & Marketing, 27(7), 698–716. https://doi.org/10.1002/mar.20352
Beverland, M. B., Lindgreen, A., & Vink, M. W. (2008). Projecting Authenticity Through Advertising: Consumer Judgments of Advertisers’ Claims. Journal of Advertising, 37(1), 5-15. https://doi.org/10.2753/JOA0091-3367370101
Coary, S. P. (2013). Scale Construction and Effects of Brand Authenticity (Doctoral dissertation). University of Southern California, Los Angeles, California.
Cochran, W. G. (1977). Sampling Techniques (3rd ed.). New York: John Wiley and Sons.
Davis, R., Sheriff, K., & Owen, K. (2019). Conceptualising and Measuring Consumer Authenticity Online. Journal of Retailing and Consumer Services, 47, 17–31. https://doi.org/10.1016/j.jretconser.2018.10.002
Diallo, M. F., Moulins, J.-L., & Roux, E. (2020). Unpacking Brand Loyalty in Retailing: A Three-dimensional Approach to Customer–Brand Relationships. International Journal of Retail & Distribution Management, 49(2), 204-222. https://doi.org/10.1108/IJRDM-03-2020-0115
Eggers, F., O’Dwyer, M., Kraus, S., Vallaster, C., & Güldenberg, S. (2013). The Impact of Brand Authenticity on Brand Trust and SME Growth: A CEO Perspective. Journal of World Business, 48(3), 340-348. https://doi.org/10.1016/j.jwb.2012.07.018
Fan, Z. Y., & Tang, X. W. (2017). Service Remediation, Place Attachment and Tourists’ Willingness to Spread Positive Word-of-Mouth--An Empirical Study Based on 402 Questionnaires. Survey World, 29(5), 18-23.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in Branding–Exploring Antecedents and Consequences of Brand Authenticity. European Journal of Marketing, 51(2), 324-348. https://doi.org/10.1108/EJM-10-2014-0633
Grayson, K., & Martinec, R. (2004). Consumer Perceptions of Iconicity and Indexicality and their Influence on Assessments of Authentic Market Offerings. Journal of Consumer Research, 31(2), 296-312. https://doi.org/10.1086/422109
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1995). Multivariate Data Analysis. Englewood Cliffs, NJ: Prentice-Hall.
Heale, R., & Twycross, A. (2015). Validity and Reliability in Quantitative Studies. Evidence-Based Nursing, 18(3), 66-67. https://doi.org/10.1136/eb-2015-102129
Heinberg, M., Katsikeas, C. S., Ozkaya H. E., & Taube, M. (2020). How Nostalgic Brand Positioning Shapes Brand Equity: Differences between Emerging and Developed Markets. Journal of the Academy of Marketing Science, 48(5), 869–890. https://doi.org/10.1007/s11747-019-00637-x
Hernandez-Fernandez, A., & Lewis, M. C. (2019). Brand Authenticity Leads to Perceived Value and Brand Trust. European Journal of Management and Business Economics, 28(3), 222-238. https://doi.org/10.1108/EJMBE-10-2017-0027
Jiang, Y. B., Zhang, H., Zhang, C. H., & Wang, Y. W. (2021). The Influence of Perceived Authenticity, Nostalgic Emotion and Local Attachment on Behavioral Intention of Film and Television Tourists: The Case of Bai Lu Yuan Film and Television City in Xi’an. Journal of ZheJIang University (Science Edition), 48(4), 508-520.
Kline, R. B. (2011). Principles and Practice of Structural Equation Modeling (3rd ed.). New York, NY: The Guilford Press.
Kolar, T., & Zabkar, V. (2010). A Consumer-based Model of Authenticity: An Oxymoron or the Foundation of Cultural Heritage Marketing? Tourism Management, 31(5), 652–664. https://doi.org/10.1016/j.tourman.2009.07.010
Kumar, J., & Nayak, J. K. (2019a). Brand Engagement without Brand Ownership: A Case of Non-brand Owner Community Members. Journal of Product & Brand Management, 28(2), 216-230. https://doi.org/10.1108/JPBM-04-2018-1840
Kumar, J., & Nayak, J. K. (2019b). Consumer Psychological Motivations to Customer Brand Engagement: A Case of Brand Community. Journal of Consumer Marketing, 36(1), 168-177. https://doi.org/10.1108/JCM-01-2018-2519
Lacoeuilhe, J., & Belaïd, S. (2007). Quelle(s) Mesure(s) Pour L’attachement à La Marque? Revue Française du Marketing, 213, 7-25.
Liang, J. P., Wu, L., & Rong, J. X. (2021). How does Internet Word of Mouth Promote Purchase Intention? --A Moderated Mediation Model Based on Consumer Inspiration. Business Economics and Management, 41(2), 56-67.
Lim, X.-J., Cheah, J.-H., Cham, T. H., Ting, H., & Memon, M. A. (2020). Compulsive Buying of Branded Apparel, Its Antecedents, and the Mediating Role of Brand Attachment. Asia Pacific Journal of Marketing and Logistics, 32(7), 1539-1563. https://doi.org/10.1108/APJML-03-2019-0126
Liu, J. X., & Fan, X. C. (2020). What’s in the Heart, What’s in the Mouth? A Study on the Influence of Psychological Ownership on Consumer Word-of-Mouth Recommendation. Nankai Management Review, 23(1), 144-157.
Liu, M. H. (2020a). The Mechanism of Brand Personality on Word-of-Mouth Communication: The Formation and Expression of Brand Attachment. Enterprise Economics, 39(3), 67-75.
Liu, Y. (2020b). A Study on the Influence of Brand Authenticity of Newly Created Services on Consumers’ Purchase Intention (Doctoral dissertation). Shandong University, Shandong.
Love, E., Staton, M., & Rotman, J. D. (2016). Loyalty as a Matter of Principle: The Influence of Standards of Judgment on Customer Loyalty. Marketing Letters, 27(4), 661–674. https://doi.org/10.1007/s11002-015-9371-0
Ludwig, S., de Ruyter, K., Friedman, M., Brüggen, E. C., Wetzels, M., & Pfann, G. (2013). More Than Words: The Influence of Affective Content and Linguistic Style Matches in Online Reviews on Conversion Rates. Journal of Marketing, 77(1), 87–103. https://doi.org/10.1509/jm.11.0560
Manthiou, A., Kang, J., Hyun, S. S., & Fu, X. X. (2018). The Impact of Brand Authenticity on Building Brand Love: An Investigation of Impression in Memory and Lifestyle-congruence. International Journal of Hospitality Management, 75, 38–47. https://doi.org/10.1016/j.ijhm.2018.03.005
Mazutis, D. D., & Slawinski, N. (2015). Reconnecting Business and Society: Perceptions of Authenticity in Corporate Social Responsibility. Journal of Business Ethics, 131, 137–150. https://doi.org/10.1007/s10551-014-2253-1
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand Authenticity: An Integrative Framework and Measurement Scale. Journal of Consumer Psychology, 25(2), 200–218. https://doi.org/10.1016/j.jcps.2014.11.006
Newman, G. E., & Dhar, R. (2014). Authenticity is Contagious: Brand Essence and the Original Source of Production. Journal of Marketing Research, 51(3), 371–386. https://doi.org/10.1509/jmr.11.0022
Nierobisch, T., Toporowski, W., Dannewald, T., & Jahn, S. (2017). Flagship Stores for FMCG National Brands: Do they Improve Brand Cognitions and Create Favorable Consumer Reactions? Journal of Retailing and Consumer Services, 34, 117-137. https://doi.org/10.1016/j.jretconser.2016.09.014
Nunes, J. C., Ordanini, A., & Giambastiani, G. (2021). The Concept of Authenticity: What it Means to Consumers. Journal of Marketing, 85(4), 1–20. https://doi.org/10.1177/0022242921997081
Park, C. W., MacInnis, D. J., & Priester, J. (2006). Beyond Attitudes: Attachment and Consumer Behavior. Seoul National Journal, 12(2), 3-36. Retrieved from https://papers.ssrn.com/sol3/papers.cfm?abstract_id=961469
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/10.1509/jmkg.74.6.1
Qiu, D. H. (2001). Mathematical and Emotional Science. Changsha: Hunan People’s Publishing House.
Schallehn, M., Burmann, C., & Riley, N. (2014). Brand Authenticity: Model Development and Empirical Testing. Journal of Product & Brand Management, 23(3), 192-199. https://doi.org/10.1108/JPBM-06-2013-0339
Schultz, S. E., Kleine, R. E., & Kernan, J. B. (1989). These are a Few of my Favorite Things: Toward an Explication of Attachment as a Consumer Behavior Construct. In T. K. Srull (Ed.), NA-Advances in Consumer Research, Volume 16 (pp. 359-366). Provo, Utah: Association for Consumer Research.
Sheng, G. H., Ge, W. D., & Yue, B. B. (2018). Implementing the Spirit of the 19th National Congress and Building a Beautiful China--the Influence of Consumer Self-Concept on Green Purchasing Behavior. Business Research, 61(12), 1-10.
Sirgy, M. J. (1982). Self-concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9(3), 287–300. Retrieved from http://www.jstor.org/stable/2488624
Statista. (2023). Most Popular Smartphone Brands in China as of June 2023. Retrieved from https://www.statista.com/forecasts/1371012/most-popular-smartphone-brands-in-china
Sun, X. H. (2020). The Influence of Corporate Moral Hazard Behavior on Customers’ Behavioral Choices - Based on the Mediating Role of Brand Attachment. Business and Economic Research, 39(20), 79-82.
Sung, Y., & Kim, J. (2010). Effects of Brand Personality on Brand Trust and Brand Affect. Psychology and Marketing, 27(7), 639-661. https://doi.org/10.1002/mar.20349
Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77-91. http://doi.org/10.1207/s15327663jcp1501_10
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Research Articles
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How to Cite
SUO, Lu; HUANG, Yue.
Brand Authenticity and Consumers’ Willingness to Recommend by Word-of-Mouth: The Mediating Effect of Brand Attachment.
Journal of Community Development Research (Humanities and Social Sciences), [S.l.], v. 16, n. 4, p. 73-90, dec. 2023.
ISSN 2985-0231.
Available at: <https://www.journal.nu.ac.th/JCDR/article/view/Vol-16-No-4-2023-73-90>. Date accessed: 30 apr. 2024.
doi: https://doi.org/10.14456/jcdr-hs.2023.36.