Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2022 Annual

Can perceptions of brand authenticity induce an urge to participate in online brand communities?

Published: May 24, 2022


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


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.