How does brand authenticity affect brand hate-love relationships and buying intention? The moderating role of brand personality

Paula Rodrigues; Ana Sousa; Jorge Lopes; Ana Pinto Borges

doi:10.69554/lysg9077

journal article Mar 01, 2024

How does brand authenticity affect brand hate-love relationships and buying intention? The moderating role of brand personality

Paula Rodrigues

Ana Sousa

Jorge Lopes Ana Pinto Borges

Journal of Brand Strategy Vol. 12 No. 4 pp. 381 · Henry Stewart Publications

View at Publisher Save 10.69554/lysg9077

Abstract

This paper has two objectives to understand: (a) how brand authenticity (BA) affects brand hate (BH) and brand love (BL) relationships, how this influences consumers’ buying intention and (b) how brand personality (BP) moderates the relationship between BA and BH/BL. A sample of 200 responses collected through an online survey about the Ryanair airline brand was analysed using partial least squares structural equation modelling (PLS-SEM). The findings show that BA positively affects BL and negatively affects BH; BH negatively affects buying intention; and BL positively affects buying intention. The results show the moderating effect of the five dimensions of BP on the relationship between BA and BL/BH.

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Details

Published: Mar 01, 2024
Vol/Issue: 12(4)
Pages: 381

Authors

P

Paula Rodrigues

Research Centre in Organizations

A

Ana Sousa

Research Centre in Organizations

J

Jorge Lopes

ISAG — European Business School and Research Center in Business Sciences and Tourism (CICET — FCVC)

A

Ana Pinto Borges

ISAG — European Business School and Research Center in Business Sciences and Tourism (CICET — FCVC)

Cite This Article

Paula Rodrigues, Ana Sousa, Jorge Lopes, et al. (2024). How does brand authenticity affect brand hate-love relationships and buying intention? The moderating role of brand personality. Journal of Brand Strategy, 12(4), 381. https://doi.org/10.69554/lysg9077

How does brand authenticity affect brand hate-love relationships and buying intention? The moderating role of brand personality

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