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RRL in Research

The enhancement of brand authenticity involves credibility, integrity, symbolism and continuity that help increase brand attachment and preference according to Morhart et al. (2015). However, for committed online purchases, information quality, security, and interface quality indicate consumer satisfaction and benefits according to Chung and Kim (2011). Judith and Mayzlin (2012) found reviews increase site visits and trust, and 1-star reviews impact more than 5-star reviews. Authenticity is achieved through consistency, continuity, and individuality in brand behavior, with individuality being the lowest influence factor, implying fulfillment of brand promises at all touchpoints according to Mike Schallehn (2014). Nicholas Alexander (2009) identified three key authenticity

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Camille San Antonio
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99 views7 pages

RRL in Research

The enhancement of brand authenticity involves credibility, integrity, symbolism and continuity that help increase brand attachment and preference according to Morhart et al. (2015). However, for committed online purchases, information quality, security, and interface quality indicate consumer satisfaction and benefits according to Chung and Kim (2011). Judith and Mayzlin (2012) found reviews increase site visits and trust, and 1-star reviews impact more than 5-star reviews. Authenticity is achieved through consistency, continuity, and individuality in brand behavior, with individuality being the lowest influence factor, implying fulfillment of brand promises at all touchpoints according to Mike Schallehn (2014). Nicholas Alexander (2009) identified three key authenticity

Uploaded by

Camille San Antonio
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Theme : findings

Concept/ Findings author Date of Publication


Nicholas Alexander (2009)
The results show that there are
three attributes that are more
important in considering the
validity of Beverland’s six
attributes of authenticity which
includes: stylistic consistency,
relationship to place and
downloading commercial
motives.

By the consideration of the way


in which a company operates in
a mass-market context, rather
than a luxury market setting,
assures authenticity.
For the consumer to stay (2011)
committed on the purchase Chung‐Hoon Park, Young‐Gul
behavior online, the Kim,
information quality, security
perceptions, and user interface
quality indicate the information
satisfaction and benefits of the
consumers themselves.
This paper aims to show the
relationship between the
characteristics of online
shopping and consumers’
behavior, resulted from the
online survey with 602 Korean.
This study delas with the (2009)
applicability of consumer-based Xiao Tong, Jana M. Hawley
brand equity in the industry of
sports in china since it is world’s
fastest-growing market for
sportswear products. This also
provides information about the
perspective of Chinese of the
overall brand equity and its
dimension.

The results show that brand


association and brand loyalty
are influential dimensions of
brand equity. The perceived
quality and brand awareness
dimensions were found by weak
support.
This study focuses on the way in George Balabanis February 2012
which customers interact,
perceived switching barriers
and satisfaction, and on two
antecedents of e-store loyalty.
This found that customers do
not consider themselves loyal
on the online store for the
impact of switching barriers
varies at different levels of
customers’ consideration on the
switching barrier of customer
satisfaction.
Peter Minnium March 23, 2018
The study implies that
Authenticity can also be seen in
social media as a marketing
mine field,brand purpose as a
guide to brands’
authenticity,considering what
consumers really want, getting
consumers to listen,and an
authenticity is a consumer-first
mentality. They want brands to
respect their intelligence and
alleviate their anxiety about
misinformation by presenting
themselves honestly and
consistently. Paradoxically, the
era of fake news is also one of
truth..

Larry Alton December 12, 2017


This study shows that customer
experience as a loyalty factor is
proved to be the key brand
differentiator by 2020.
It shows customers are not just
on the great product itself but
they also want reliable service.
They also look for a simple
transaction and have the
emotions involved at the same
time.
This paper shows that Morhart F. M., Malär L., November 26, 2015
customers have their own Guèvremont A., Girardin F. &
perspective or views on brand Grohmann B.
authenticity: objectivist
perspective,constructivist
perspective, existentialist
perspective.

The enhancement of brand


authenticity involves the
credibility, integrity, symbolism
and dimensions of continuity
that help to increase the
consumers’ prospects in the
brand attachment and
preference.

The implication of this study is 2018


that the investments into brand Abhishek Dwivedi
marketing communications
influences perceived brand
authenticity. The effective tools
for building consumer-
perceived brand authenticy is
the brand marketing
communications.
the need to outline
managerially controllable
drivers of authenticity was
addressed. It was also
demonstrated how consumer
perceptions of brand marketing
communications influence
brand authenticity via direct
and indirect tmechanisms.
the results show that Mike Schallehn 2014
authenticity is achieve when a
brand is consistent, continuos
and individual in its behavior.
The one that go the lowest
influence on the brand
authenticity’s factors is the
factor individuality. Being
unique is commonly stated as
an important success in
branding. It also implies the
consistency, meaning to say it
fulfills brands and its brand
promise at every-tiuch point,
and the factor of being
continuous that reflects on the
brand promise reflects the
essential core of the brand.
This study is based on the Judith A. Chevalier and Dina (2012)
reviews on online at the Mayzlin
amazon.com and
barnesandnoble.com. they have
found out that:
1.The reviews at amazon.com is
more and longer with the
positive overwhelming.
2.having the reviews make the
consumers visit the site more
often and trust it.
3.1 star review has a greater
impact than the 5 star reviewss
4. evidence from review-length
data suggests that customers
read review text rather than
relying only on summary
statistics.

REFERENCES:

Nicholas A. (2009). Brand authentication: creating and maintaining brand

auras. Retrieved on September 19,2018

from

https://doi.org/10.1108/03090560910935578https://www.emeraldinsight.com/doi/abs/10.

1108/03090560910935578

Chung P. and Young K. (2011). Identifying key factors affecting consumer purchase behavior in

an online shopping context. Retrieved on September 19, 2018 from

https://doi.org/10.1108/09590550310457818

Xiao T. and Jana H. (2009). Measuring customer‐based brand equity: empirical evidence from

the sportswear market in China. retrieved on Septemeber 19, 2018 from


https://doi.org/10.1108/10610420910972783

George B. (2012). Bases of e-store loyalty: Perceived switching barriers and

satisfaction.retrieved on September 19,2018 from

https://www.sciencedirect.com/science/article/abs/pii/S0148296305000639

Peter M. (2018). Brands strive for authenticity as audiences turn a skeptical eye toward ads. retrieved
on September 19, 2018 from https://marketingland.com/brands-strive-for-authenticity-as-
audiences-turn-a-skeptical-eye-toward-ads-236295

Larry A. (2017). How to Create Brand Loyalty Through Customer Experience. retrieved on

Septemeber 19, 2018 from http://inc-asean.com/grow/create-brand-loyalty-customer-


experience/?utm_source=inc&utm_medium=redir&utm_campaign=incredir

Morhart M., Malär L., Guèvremont A., Girardin F. & Grohmann B. (2015). 
Brand Authenticity: An Integrative Framework and Measurement Scale. retrieved on
September 19, 2018 from https://wp.unil.ch/hecimpact/when-brands-get-real-new-
perspectives-on-brand-authenticity/

Abhishek D. and Robert M. (2018). Building brand authenticity in fast-moving consumer goods


via consumer perceptions of brand marketing communications. retrieved on September
19,2018 from https://www.emeraldinsight.com/doi/abs/10.1108/EJM-11-2016-0665?
fullSc=1&journalCode=ejm

Mike S. (2014). Brand authenticity: Model development and empirical testing. Retrieved

OnSeptember19,2018fromhttps://www.researchgate.net/publication/265857590_Brand_a
uthenticity_Model_development_and_empirical_testing

Judith C. and Dina M. (20012). The Effect of Word of Mouth on Sales: Online Book

Reviews. retrieved on September 19, 2018 from

http://journals.ama.org/doi/abs/10.1509/jmkr.43.3.345?code=amma-site
The enhancement of brand authenticity involves the credibility, integrity, symbolism and
dimensions of continuity that help to increase the consumers’ prospects in the brand attachment
and preference, according to Morhart M., Malär L., Guèvremont A., Girardin F. & Grohmann B.
(2015). However, for the consumer to stay committed on the purchase behavior online, Chung P.
and Young K. (2011) stated that the information quality, security perceptions, and user interface
quality indicate the information satisfaction and benefits of the consumers themselves. Judith C.
and Dina M. (2012) included a study based on the reviews online and found out that having the
reviews make the consumers visit the site more often and trust it ;1 star review has a greater
impact than the 5 star reviews and evidence from review-length data suggests that customers
read review text rather than relying only on summary statistics.
Authenticity is achieve when a brand is consistent, continuos and individual in its behavior. The
one that go the lowest influence on the brand authenticity’s factors is the factor individuality.
Being unique is commonly stated as an important success in branding. It also implies the
consistency, meaning to say it fulfills brands and its brand promise at every-tiuch point, and the
factor of being continuous that reflects on the brand promise reflects the essential core of the
brand, Mike S. (2014). there are three attributes that are more important in considering the
validity of Beverland’s six attributes of authenticity stated by
Nicholas A. (2009), which includes: stylistic consistency, relationship to place and downloading
commercial motives.

By the consideration of the way in which a company operates in a mass-market context, rather
than a luxury market setting, assures authenticity.

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