The role of brand authenticity in developing brand trust

Brands have come under the spotlight for unethical behaviour, resulting in decreased brand trust. Breakdowns in trust occur when the actions of brands differ from the promises and values communicated by them. Brand authenticity is considered to have a positive effect on brand trust. The purpose of this study is to investigate the role of brand authenticity in the development of brand trust. The target population for the study was customers of airline brands in South Africa with a sample size of 355 responses. Our results show the brand authenticity dimensions. Brand authenticity does have a direct impact on brand trust, and warmth and competence partially mediate the relationship between brand authenticity and brand trust. These findings have important implications for managers. To succeed, consumers have to trust their brands, and brands that are viewed by them as such are likely to be more successful than those that are not.