How Brand Virtuousness Builds Brand Trust: The Role of Brand Authenticity

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Key Points

This research examines the impact of brand commercialism, clarity, and social commitment on brand authenticity and its subsequent effect on brand trust.
Survey conducted with 280 MZ generation consumers in Busan using sponsorship scenarios.
Data analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM).
Investigated the impact of moral maturity factors on brand authenticity and trust.
Brand commercialism negatively affects brand authenticity.
Brand clarity and social commitment positively influence brand authenticity.
Brand authenticity significantly positively affects brand trust, indicating that perceptions of brand authenticity can enhance consumer trust in sponsorship contexts.

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Investigates how brand virtuousness impacts brand trust through brand authenticity, indicating implications for sponsorship strategies.

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Choi et al. (2026) studied this question.

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