Brand Authenticity Perspective: Strategic Approaches for Building Loyalty

This article examines the loyalty derived from the use of a brand by customers spanning from the continuous use and utilization of authentic brands on account of the associated value derived from a brand use. The willingness to purchase or recommend a brand is a function continuity, credibility, integrity and symbolism backed by cognitive, affective, conative and behavioral loyalty dimensions. The study concludes that brand authenticity possesses significant direct effect on brand loyalty. Summarily, the need for a brand to stand out from competition, such brand should be capable of offering more reliable promises and stay loyal to them