What is it about?
This research investigates the mediating role of perceived brand authenticity (PBA) between brand experience (BE) and brand love (BL) of global high-tech brands. The findings contribute to understanding how consumers are impacted by different Brand experiences and Perceived brand authenticity dimensions using the lens of consumer culture theory and how Brand love is formed as a socio-cultural phenomenon. Finally, the study demonstrates for the first time that relationship intensity and self-authenticity moderate the effect of BE on PBA.
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Why is it important?
The study demonstrates for the first time that relationship intensity and self-authenticity moderate the effect of Brand experience on perceived brand authenticity.
Perspectives
Writing this article was a great pleasure as it has co-authors with whom I have had long-standing collaborations. We explored cross cultural influences in the relationship between BE and PBA.
Soniya Billore
Linnaeus university,sweden
Read the Original
This page is a summary of: The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective, Journal of Brand Management, October 2023, Springer Science + Business Media,
DOI: 10.1057/s41262-023-00342-9.
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