Journal of Business Management Perspective

Journal of Business Management Perspective

Investigating the effect of brand authenticity on customer self-image with the mediating role of brand social power

Document Type : Original Article

Authors
Sayed Najmmedin Mousavi 1
Ali shariat Najade 2
zahra Ghafouri 3
saeed mir 4
1 Associate Professor Department of management, Lorestan University, Khorramabad, Iran
2 Assistant professor,, Department of Management, Lorestan University, Khorramabad, Iran
3 PhD Student, Department of Management, Lorestan University, Khorramabad, Iran
4 Assistant professor, Department of Management, Iran Islamic Azad University KhoramAbad Branch, KhoramAbad, Iran.
10.48308/jbmp.2023.230012.1481
Abstract
Objective: In the clothing industry, many customers are looking for authentic brands and products due to the importance of a certain self-image, so the issue of brand authenticity and social power of a brand is one of the important issues for choosing a back brand. the present research aims to investigate the effect of brand authenticity on the self-image of intrtnal brand customers by explaining the mediating role of brand social power.
Method: In terms of method, this research is a descriptive survey. The statistical population of the research is the clothing industries of Lorestan, according to the output of G-Power software, there are 122 students of Lorestan University, who were customers and consumers of Zagros Posh and Borujerd textiles brand, as the sample size and with the method Available sampling was selected. The data collection tool in this research includes three questionnaires of brand authenticity, customer self-concept and brand social power.
Findings: Structural equation modeling and PLS software were used to analyze the hypotheses. The results of the hypotheses test showed that brand authenticity has a positive and significant effect on the customer's self-image. Also, the social power of the brand has a positive and significant effect on the customer's self-image.
Results: As a general result, it should be added that the products that match the characteristics of genuine brands in terms of customers' self-concept have a higher probability of being selected and used by the target customer community due to the presence of social power.
Keywords
Authentic brand
customer self-image
brand social power
Brand authenticity
Subjects
  1. Akbari, Mohsen; Ebrahimpour, Mustafa; Lakhani, Reza (2019). Investigating the effect of the customer's first impression of the advertiser's personality on the effectiveness of the advertisement: the moderating role of the congruence of the customer's self-concept with the advertiser (case study: management students of Gilan University), New Marketing Research, Volume 10, Number 9. ( in persion)
  2. Amirshahi, Mirahmad; Yazdani, Hamidreza; Mohammadian, Mahmoud; Taqwa Fard, Nasim (2013). Brand love test among members of social networks in Iran based on the model of Albert et al., Brand Management Quarterly, Volume 1, Number 2. ( in persion)
  3. Assiouras, I., Liapati, G., Kouletsis, G. & Koniordos, M. (2015). “The Impact of BrandAuthenticity on Brand Attachment In The Food Industry”, British Food Journal, Vol. 117(2), PP.538-552.
  4. Astakhova, M., Swimberghe, K. R., & Wooldridge, B. R. (2017). Actual and ideal[1]self congruence and dual brand passion. Journal of Consumer Marketing, 34(7), 664–672
  5. Beverland, M. B., & Farrelly, F. J. (2010). “The quest for authenticity in consumption: Consumers ‘purposive choice of authentic cues to shape experienced outcomes”. Journal of Consumer Research, 36(5), 838-850.
  6. Branaghan, R. J. & Hildebrand, E. A. (2011). Brand Personality, Self-Congruity, and Preference: A Knowledge Structures Approach. Journal of Consumer Behaviour, 10(5), 304–312.
  7. Bruh Manfred, Schoenmüller Verena, Schäfer Daniela, Heinrich Daniel, (2012) .Brand Authenticity: Towards a Deeper Understanding of Its Conceptualization and Measurement, Advances in Consumer Research Volume 40.
  8. Brunel M. L. (1990). Introduction a la conscience de soi et au concept de soi, tells qu on les percoit depuis William James. Revue Quebecoise de Psychologie, 11(1-2), 79
  9. Cinelli, M. D., & LeBoeuf, R. A. (2020). Keeping it real: How perceived brand authenticity affects product perceptions. Journal of Consumer Psychology, 30(1), 40-59.
  10. Choi, H., Ko, E., Kim, E. Y., & Mattila, P. (2015). The role of fashion brand authenticity in product management: A holistic marketing approach. Journal of Product Innovation Management, 32(2), 233-242.
  11. Crosno, J. L., Freling, T. H., & Skinner, S. J. (2009). Does brand social power mean market might? Exploring the influence of brand social power on brand evaluations. Psychology & marketing, 26(2), 91-121.
  12. Cappannelli, George, and Sedena C. Cappannelli. (2004) . Authenticity: Simple strategies for greater meaning and purpose at work and at home. Emmis Books
  13. Crosno, J. l., Freling, T. H., & Skinner, S. J. (2009). Does brand social power mean market might? Exploring the influence of brand social power on brand evaluation”. psychology & marketing, 26, 91-121.
  14. Dehghan, Arash; Taghipourian, Mohammad Javad; Nazarpour, Sohaila; Georgian, Marzieh (1401). Brand authenticity in the treatment and health industry: analysis of antecedents and consequences and dimensions with a qualitative approach, Journal of Marketing Management, No. 54. ( in persion)
  15. Faircloth J B, Capella L M, Ahord B L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice; 9(3): 61-75.
  16. Fritz, K., Schoenmueller, V. & Bruhn, M. (2017). Authenticity In Branding –ExploringAntecedents and Consequences of Brand Authenticity”, European Journal of Marketing, Vol. 51(2), PP. 324-348.
  17. Fayazi, Sudabah (2012). Examining the effect of customer personality on the social power of the brand according to the mediating power of the brand personality, Master's thesis, Faculty of Management, University of Tehran.
  18. Heydarzadeh, Kambyz; Alwani, Seyyed Mehdi; Qalandari, Kamal (2010). Investigating the impact of brand social power dimensions based on the mental preparation levels of customers on the decision to buy. Management Research, No. 86, p. 28. ( in persion)
  19. Hamidizadeh, Ali; Esfidani, Mohammad Rahim; Political, Parisa (2015). Investigating the effect of customer personality on brand personality (case study: Apple brand consumers), New Marketing Research Quarterly, Volume 6, Number 2. ( in persion)
  20. Hsieh A T, Li C K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence & Planning; 26(1): 26-42.
  21. Hernandez-Fernandez, A., & Lewis, M. C. (2019). Brand authenticity leads to perceived value and brand trust”. European Journal of Management and Business Economics. 28(3), 222-238.
  22. Hersey, P., Belanchard, K. H., & Johnson, D. E. (2007). Management of Organizational Behavior”, Pub. Prentice-Hall of India Privat Limited; 8th ED; New Delhi.
  23. Hughes, D.E. and Aheame, M. (2010) . Energizing the reseller’s sales force: the power of brand identification”, Journal of Marketing, Vol. 74, pp. 81-96.
  24. Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: A review of four recent studies, Strategic management journal, 20(2), 195-204
  25. Huber, F., Eisele, A., & Meyer, F. (2018). The role of actual, ideal, and ought self[1]congruence in the consumption of hedonic versus utilitarian brands. Psychology & Marketing, 35(1), 47–63.
  26. Jamal, A., & Al-Marri, M. (2007). Exploring the effect of self-image congruence and brand preference on satisfaction: the role of expertise. In Journal of Marketing Management, 25(7), 613-629.
  27. Japutra, A., Ekinci, Y., & Simkin, L. (2018). Tie the knot: Building stronger consumers’ attachment toward a brand. Journal of Strategic Marketing, 26(3), 223–240.
  28. Japutra, A., Ekinci, Y., Simkin, L., & Nguyen, B. (2018). The role of ideal self[1]congruence and brand attachment in consumers’ negative behaviour. 52(3/4), 683–701.
  29. Kressmann F, Sirgy MJ, Herrmann A, Huber F, Huber S, Lee D-J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. In Journal of Business Research, 59(9), 955–964
  30. Nowrozi, Hossein; Rezaei, Elham (2017). Investigating individual and social factors affecting self-image and its effect on buying luxury goods, two quarterly consumer behavior studies, volume 5, number 2. ( in persion)
  31. Manthiou, A., Kang, J., Hyun, S.S. & Fu, X.X. (2018). The Impact of Brand Authenticity on Building Brand Love: An Investigation of Impression In Memory and Lifestyle-Congruence.
  32. Mansouri Moayed, Fereshte; Daneshfar, Salar; Barati, Mahdia (2016). Examining the effect of self-image congruence with store image on store purchase intention: the role of store brand equity, Marketing Management Research Quarterly, Volume 9, Number 17, Pages 249-274. ( in persion)
  33. Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. In Journal of Marketing. 75(4), 35–52.
  34. Pourasadullahi, memory; Saidenia, Hamidreza; Alipour Darvishi, Zahra (2018). Presenting a conceptual model to explain scarcity marketing with an emphasis on brand authenticity in online shopping behavior, Journal of Consumer Behavior Studies, Volume 6, Number 1. ( in persion)
  35. Portal, S., Abratt, R., & Bendixen, M. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 27(8), 714-729. International Journal of Hospitality Management, Vol. 75, PP. 38-47 .
  36. Rivard, S., & Huff, S. L. (1988). Factors of success for end-user computing,Communications of the ACM, 31(5), 552-561.
  37. Siew, S. W., Minor, M. S., & Felix, R. (2018). The influence of perceived strength of brand origin on willingness to pay more for luxury goods. Journal of Brand Management, 1-15
  38. Swann, W. B., Stein-Seroussi, A., & Giesler, R. B. (1992). Why people self-verify. In Journal of Personality and Social Psychology, 62(3), 393-401.
  39. Saedi, Abdullah (2014). Investigating the influence of brand social power bases on purchasing behavior with the mediating role of risk and consumer product involvement (Case study: Iran Khurdroo company agencies in Khorram Abad city), master's thesis. ( in persion)
  40. Shirzadi, dynamic; Quchani, Farrokh (2014). Investigating the effect of brand authenticity on brand trust, the fifth national conference and the third international accounting and management conference. ( in persion)
  41. Wu, S., Ren, M., Pitafi, A. H., & Islam, T. (2020). Self-Image Congruence, Functional Congruence, and Mobile App Intention to Use. In C. T. Calafate (Ed.), Mobile Information Systems. 2020, 1-17.
  42. Ye, G., & Van. Raaij, W.F. (2004). Brand Equity: extending brand awareness and linking with signal detection theory. Journal of marketing communication, 10, 95-114.
  43. Yildiz, E. & ülker-demirel, E. (2017). Measuring the Effects of Brand AuthenticityDimensions on Word-of-Mouth Marketing Via Brand Image Using Structural Equation Modeling”, International Journal of Business and Social Science, Vol. 8(3), PP. 121-130.