What question did this study set out to answer?

To analyze how perceived brand authenticity strengthens brand relationship quality and drives brand loyalty among consumers of health functional foods.

December 2, 2019British Food Journal

Effects of perceived brand authenticity in health functional food consumers

View Full Paper

Ask AI

Bookmark

Authors

JLJisun LeeKorea Institute of Ceramic Engineering and Technology LCLana ChungKyung Hee University

Discussion

Member takes

Implication

Structural equation modeling reveals that brand authenticity strengthens relationship quality and loyalty in health functional food consumers, indicating the strategic importance of brand trust.

Key Points

To analyze how perceived brand authenticity strengthens brand relationship quality and drives brand loyalty among consumers of health functional foods.
Conceptualized five sub-dimensions of perceived brand authenticity as a second-order reflective construct using insights from a consumer focus group interview.
Conducted empirical analysis using partial least squares-based structural equation modeling to evaluate the direct and mediated effects on brand relationship quality dimensions and brand loyalty.
Sub-dimensions of brand authenticity positively influenced brand satisfaction, brand trust, and brand commitment, with the exception of product authenticity on brand commitment and originality on brand trust.
Perceived brand authenticity exerted a positive indirect effect on overall brand loyalty mediated through brand relationship quality dimensions.

Cite This Study

Lee et al. (2019) studied this question.

synapsesocial.com/papers/6a128bf2c031bb6829a6d93d https://doi.org/10.1108/bfj-07-2019-0515

View Full Paper

Ask AI

Bookmark

Implication

Structural equation modeling reveals that brand authenticity strengthens relationship quality and loyalty in health functional food consumers, indicating the strategic importance of brand trust.

Effects of perceived brand authenticity in health functional food consumers

Discussion

Member takes

Implication

Key Points

Cite This Study

Effects of perceived brand authenticity in health functional food consumers

Discussion

Member takes

Implication

Key Points

Cite This Study

Also Consider

Also Consider