The Impact of Brand Authenticity on Purchase Intention

نوع المستند : المقالة الأصلية

المؤلفون

1 Researcher, Faculty of Business Administration, Economics & Political Science, Business Administration Department, The British University in Egypt

2 Professor of Marketing, Faculty of Business Administration, Economics & Political Science, Business Administration Department, The British University in Egypt

3 Associate Professor of Marketing, Faculty of Business Administration, Economics & Political Science, Business Administration Department, The British University in Egypt

المستخلص

The significance of brand authenticity in the lives of consumers was proven by relationship marketing research. According to Campagna & Yoo (2023), 90% of millennials and generation X consumers confirmed that they perceive brand authenticity as a significant factor that alters their intention to purchase. Thus, this research was manifested to explore the role of brand authenticity in fostering the purchase intention of pre-loved luxury fashion products in Egypt. This study used the dimensions continuity, credibility and originality to measure brand authenticity
       Considering the research methodology, quantitative research design was used. The sample of this study was gathered through an online survey questionnaire. It included 300 pre-loved luxury fashion buyers. The sample was collected using the convenience and purposive techniques of sampling. The results declared that brand authenticity positively influences the purchase intention. However, for the brand authenticity dimensions, the continuity and credibility do not influence the purchase intention. Originality positively influences purchase intention.

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