Interplay of Brand Authenticity and customer inspiration on Brand Outcomes

Abstract

The current study is aimed at examining authenticity and inspiration within the context of consumer behavior. For this purpose, the researcher investigated the impact of brand authenticity on brand outcomes (brand advocacy and brand love). The objective is to provide a comprehensive understanding of the entire decision-making process through mediating mechanisms and customer inspiration based on the proposed linkages. A non-probability convenience sampling technique has been used for this study. The study first adopted the nominal group technique to establish the existence and understanding of the constructs in our context, followed by a cross-sectional research design to investigate how witnessing an authentic experience influences the consumption behavior of the consumers. Finally, the researcher collected the data through a questionnaire adopted and validated from past research. The deductive approach, survey strategy, and quantitative methodology are used for the current study. Employing a cross-sectional research design, the data has been collected through multi-stage and convenience sampling (N = 261). Analysis such as measurement model, structural model, mediation analysis, and moderation analysis were performed via means of structural equation modeling through Smart PLS4. Findings indicate that a) results reveal significant relationships for all direct path hypotheses, and b) customer inspiration found a significant mediator between brand authenticity and brand outcomes (brand advocacy and brand love).