Antecedents of Perceived Brand Authenticity dimensions and their influence on Emotional Brand Attachment: Comparative Analysis of US, Korea, and Thailand

Abstract

Brand authenticity has gained significant traction recently in the outbreak of Covid19. Nevertheless, limitation still lies in the research of cross-culture and diverse product lines of brand authenticity. In the light of this trend, the purpose of this study is to investigate the effect of the antecedents of brand authenticity dimensions and their influence on Emotional brand attachment. For data collection, Consumers in South Korea, The United States, and Thailand conducted an online survey that generates 2010 datasets. This study used structural equation modeling to test hypothesis. Our finding shows the different results in each country. In Korea, all antecedents of brand authenticity, except brand scandals, have a positive impact on brand authenticity dimensions. Moreover, three brand authenticity dimensions positively affects emotional brand attachment, but not for continuity. In the United States, the result shows a positive relation between all antecedents and brand authenticity dimensions. Three brand authenticity dimensions positively affects emotional brand attachment, but not for credibility. Thailand shows the finding that all antecedents of brand authenticity have a positive impact on brand authenticity dimensions, but brand scandal is not one of the things having a significant effect. Exclusively, Integrity and Credibility have a significant positive impact on emotional brand attachment. The results might be able to point to the importance of brand authenticity dimensions in marketing field. Moreover, it can be an indicator that firms or Marketing practitioners adjudicate strategic brand positioning by considering which antecedents or which brand authenticity dimensions have to be prioritized.