Self-relational and self-enhancement benefits of brand authenticity
(A2024-119482)

AUTHORS

Vikas Kumar, Indian Institute of Management Sirmaur; Vikrant Kaushal, IIM Sirmaur

ABSTRACT

Firms are contemplating brand authenticity’ potential in offering value to customers. In this direction, our study explores the self-relational and self-definitional benefits of perceived brand authenticity; specifically, we examine self-brand connection, conspicuous consumption, and psychological brand ownership as the potential benefits of perceived brand authenticity. Structural equation modeling was used to analyse the online collected 449 responses. Findings suggest brand authenticity offers self-relational and self-enhancement benefits pertaining to self-brand connection and psychological well-being. Findings also establish positive links among self-brand connection, conspicuous consumption, and psychological well-being. Brand ethicality also emerged as the moderator for the effect of brand authenticity on self-brand connection and conspicuous consumption.