Brand authenticity as a predictor of self-relational and self-enhancement benefits. The moderating role of perceived brand ethicality

Abstract

Brand authenticity has become the cornerstone of modern marketing as consumers’ quest for it continues to grow. Hence, the author explores how perceived brand authenticity (PBA) can engender self-relational and self-definitional benefits, specifically examining self-brand connection, conspicuous consumption and psychological well-being as possible outcomes of PBA. The author collected the data online and received 646 valid responses. Structural equation modeling was used for data analysis. PBA emerged as a strong predictor of self-brand connection and psychological well-being. The results also establish relationships among self-brand connection, conspicuous consumption and psychological well-being. Marketers should focus on fostering PBA to strengthen the self-brand connection and induce a desire for conspicuous consumption of the brand among consumers. Furthermore, marketers can enhance individuals’ psychological well-being by promoting brand authenticity. The study demonstrates the effectiveness of PBA in offering self-relational and self-enhancement benefits to consumers.