Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment

IF 1.8 Q3 MANAGEMENT
Vikas Arya, Hemraj Verma, D. Sethi, R. Agarwal
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引用次数: 30

Abstract

The purpose of this article is to analyse consumers’ attachment behaviour to a particular brand due to its perceived authenticity. The study aims to identify the relationship of brand authenticity with the consumers’ brand attachment behaviour in the presence of online brand communities (OBCs) built on social networking vehicles. The descriptive research was conducted on 354 Indian respondents and the findings were then analysed using SPSS 22.0 and AMOS 24.0. The analysis revealed that consumers’ brand attachment is fairly very high when the brand is perceived as genuine and authentic. Further, the relationship between brand authenticity and consumers’ brand attachment behaviour is moderated by the presence of OBCs. Therefore, companies should be attentive towards developing an authentic product in order to catch the consumers’ buying inclination and should consider to have their presence on communities and forums over social networking sites. This article is novel in the sense that it provides an understanding about the impact of perceived brand authenticity on brand attachment behaviour. Authenticity of the product articulates the consumers’ desire to discover meaning and purpose in their lives and is a process of living out one’s set of strongly held personal attachment with the brand.
品牌真实性与品牌依恋:基于社交网络的网络社区如何调节消费者的品牌依恋
本文的目的是分析消费者由于感知到某个特定品牌的真实性而对其产生的依恋行为。本研究旨在确定在社交网络车辆上建立的在线品牌社区(OBC)存在的情况下,品牌真实性与消费者的品牌依恋行为之间的关系。这项描述性研究对354名印度受访者进行,然后使用SPSS 22.0和AMOS 24.0对调查结果进行分析。分析表明,当品牌被认为是正品和正品时,消费者的品牌依恋程度相当高。此外,品牌真实性与消费者品牌依恋行为之间的关系受到OBC存在的调节。因此,公司应该专注于开发真实的产品,以抓住消费者的购买意愿,并应该考虑通过社交网站在社区和论坛上亮相。这篇文章很新颖,因为它提供了一个关于感知品牌真实性对品牌依恋行为影响的理解。产品的真实性表达了消费者对发现生活意义和目的的渴望,也是一个实现个人对品牌强烈依恋的过程。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
3.90
自引率
31.20%
发文量
25
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