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Role of brand experience and brand authenticity in creating brand love: a cross-cultural comparative study
Linnaeus University, School of Business and Economics, Department of Marketing. Linnaeus University.ORCID iD: 0000-0002-1540-2657
Lusíada University North, Portugal.
Linnaeus University, School of Business and Economics, Department of Marketing.
Aichi Institute of Technology, Japan.
2018 (English)In: 2018 Global Marketing Conference at Tokyo Proceedings, Tokyo: Global Alliance of Marketing and Management Associations , 2018, p. 1447-1447Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

In recent years brands have come under the spotlight for delivering unique and authentic brand experiences. Consumers find themselves looking for brands that add experiential value to their daily life, from a sensory, behavioral, intellectual and relational perspective (Brakus et al., 2009). Moreover, there is a growing demand for brands that are able to deliver their brand promise authentically (Morhart et al., 2015; Schallehn et al., 2014). On this background, our research was conducted in order to examine the role of brand experience and brand authenticity in generating brand love. In addressing this issue, the present study attempts to perform a test on research hypotheses by empirically validating the proposed conceptual model in a cross-country context (Japan and Portugal) for the brands Apple and Samsung. Additionally, it analyses the moderating effect of self-authenticity in relation to brand experience and brand authenticity. Data collection was done using a structured questionnaire to final consumers, who are owners of Apple and Samsung devices. A total of 574 valid questionnaires were collected regarding Apple brand (Japan = 300; Portugal = 274). Following the testing of the structural equation model, results demonstrate the correlation between brand authenticity and brand experience and show that the greater the self-authenticity, the higher is the effect of brand authenticity on brand love. It is worth noting however that the direct and moderating effects are different for Apple and Samsung in Japan and Portugal. This accounts for the cultural differences in how consumers perceive the experiential and authentic brand value propositions and how they relate emotionally to brands. Our study also provides important managerial implications by helping brand managers to understand how to drive passionate and intense feelings towards brands and to target consumers who are looking for compelling, meaningful and authentic brand experiences.

Place, publisher, year, edition, pages
Tokyo: Global Alliance of Marketing and Management Associations , 2018. p. 1447-1447
Keywords [en]
Brand love, Brand authenticity, Apple, Samsung, Japan, Portugal, India
National Category
Economics and Business
Research subject
Economy; Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-77169DOI: 10.15444/GMC2018.12.03.03OAI: oai:DiVA.org:lnu-77169DiVA, id: diva2:1239561
Conference
2018 Global Marketing Conference, Tokyo, Japan, July 26-29, 2018
Available from: 2018-08-16 Created: 2018-08-16 Last updated: 2018-12-05Bibliographically approved

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Rodrigues, ClarindaBillore, Soniya

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf