Perceived Brand Authenticity as the Answer to Global Crises
Purpose: The aim of the article is to assess the impact of perceived brand authenticity and its different dimensions on the brand choice of young consumers. Design/methodology/approach: The experiment was applied in the study. A sample of 180 Polish young respondents from Lodz region participated...
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| Format: | Article |
| Language: | English |
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University of Warsaw
2023-01-01
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| Series: | European Management Studies |
| Subjects: | |
| Online Access: | https://press.wz.uw.edu.pl/ems/vol21/iss3/1 |
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| _version_ | 1841554656182927360 |
|---|---|
| author | Magdalena Grębosz-Krawczyk |
| author_facet | Magdalena Grębosz-Krawczyk |
| author_sort | Magdalena Grębosz-Krawczyk |
| collection | DOAJ |
| description | Purpose: The aim of the article is to assess the impact of perceived brand authenticity and its different
dimensions on the brand choice of young consumers.
Design/methodology/approach: The experiment was applied in the study. A sample of 180 Polish young
respondents from Lodz region participated in the study in December 2022.
Findings: The research results confirm that perceived brand authenticity positively affects the brand choice
in case of young consumers, even if a higher price is applied. The most important PBA dimension in
the case of mineral water is the brand naturalness. The study also proved that the brand origin can
increase the perceived brand authenticity.
Research limitations/implications: The sample is limited to young consumers and the studied brands
represent only 1 category of products.
Originality/value: The key dimensions of perceived brand authenticity important for young Polish consumers
were identified for the brand representing the food sector. |
| format | Article |
| id | doaj-art-b45c38652eef4c75b99ed5d093f23c4e |
| institution | Kabale University |
| issn | 2956-7602 |
| language | English |
| publishDate | 2023-01-01 |
| publisher | University of Warsaw |
| record_format | Article |
| series | European Management Studies |
| spelling | doaj-art-b45c38652eef4c75b99ed5d093f23c4e2025-01-08T11:26:18ZengUniversity of WarsawEuropean Management Studies2956-76022023-01-0121341710.7172/2956-7602.101.1Perceived Brand Authenticity as the Answer to Global CrisesMagdalena Grębosz-Krawczyk0https://orcid.org/0000-0001-8339-2270Division of Marketing, Faculty of Organization and Management, Lodz University of Technology, PolandPurpose: The aim of the article is to assess the impact of perceived brand authenticity and its different dimensions on the brand choice of young consumers. Design/methodology/approach: The experiment was applied in the study. A sample of 180 Polish young respondents from Lodz region participated in the study in December 2022. Findings: The research results confirm that perceived brand authenticity positively affects the brand choice in case of young consumers, even if a higher price is applied. The most important PBA dimension in the case of mineral water is the brand naturalness. The study also proved that the brand origin can increase the perceived brand authenticity. Research limitations/implications: The sample is limited to young consumers and the studied brands represent only 1 category of products. Originality/value: The key dimensions of perceived brand authenticity important for young Polish consumers were identified for the brand representing the food sector.https://press.wz.uw.edu.pl/ems/vol21/iss3/1authentic brandperceived brand authenticitybrand originyoung consumer |
| spellingShingle | Magdalena Grębosz-Krawczyk Perceived Brand Authenticity as the Answer to Global Crises European Management Studies authentic brand perceived brand authenticity brand origin young consumer |
| title | Perceived Brand Authenticity as the Answer to Global Crises |
| title_full | Perceived Brand Authenticity as the Answer to Global Crises |
| title_fullStr | Perceived Brand Authenticity as the Answer to Global Crises |
| title_full_unstemmed | Perceived Brand Authenticity as the Answer to Global Crises |
| title_short | Perceived Brand Authenticity as the Answer to Global Crises |
| title_sort | perceived brand authenticity as the answer to global crises |
| topic | authentic brand perceived brand authenticity brand origin young consumer |
| url | https://press.wz.uw.edu.pl/ems/vol21/iss3/1 |
| work_keys_str_mv | AT magdalenagreboszkrawczyk perceivedbrandauthenticityastheanswertoglobalcrises |