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.
