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EMAC 2022 Annual


Can perceptions of brand authenticity induce an urge to participate in online brand communities?
(A2022-106530)

Published: May 24, 2022

AUTHORS

Vikas Kumar, Indian Institute of Management Sirmaur; Arun K. Kaushk, IIM Amritsar; Vikrant Kaushal, IIM Sirmaur

ABSTRACT

Motivating consumers to participate in brand-related events, platforms and programs has become one of the topmost priorities for the brands. In this direction, recently, the role of online brand communities (OBCs) for providing such avenues has emerged significantly. This study, therefore, conceptualizes and validates a model of participation intentions in OBCs context by including perceived brand authenticity (PBA) and consumer-brand relationship (CBR) as its critical antecedents. The study's findings establish that the continuity, credibility, and integrity dimensions of PBA significantly strengthen the CBR, ultimately influencing consumers’ participation intentions in OBCs. The results also partially support the moderating effect of self-congruence on the relationships between PBA and CBR. Finally, some important implications to practitioners as well as researchers are suggested.