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Examining the relationships between brand authenticity, perceived value, and brand forgiveness: The role of cross-cultural happiness
University of Leeds, UK.
Kutahya Dumlupinar University, Turkey.
Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi. Hanken School of Economics, Finland.ORCID-id: 0000-0003-2125-6155
2023 (engelsk)Inngår i: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 167, artikkel-id 114154Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

Brand authenticity has attracted the growing attention of academics and practitioners for two decades. This study contributes to brand management literature by empirically investigating the impact of brand authenticity on purchase intentions through perceived value (functional, emotional, and social) and brand forgiveness using a 2 x 2 between-subjects experimental design with a sample of consumers from the UK and Turkey. The moderating role of cross-cultural happiness on the link between perceived value and brand forgiveness is also examined. Moderated mediation results demonstrate that brand authenticity positively affects brand forgiveness, and this effect is mediated by perceived value. In addition, cross-cultural happiness positively moderates the impact of perceived value on brand forgiveness. Findings further reveal a serial mediating effect of brand authenticity on purchase intentions via perceived value and brand forgiveness. This study has important theoretical implications and offers international brand and marketing managers practical insights.

sted, utgiver, år, opplag, sider
Elsevier, 2023. Vol. 167, artikkel-id 114154
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URN: urn:nbn:se:sh:diva-52166DOI: 10.1016/j.jbusres.2023.114154ISI: 001046691900001Scopus ID: 2-s2.0-85165327214OAI: oai:DiVA.org:sh-52166DiVA, id: diva2:1791567
Tilgjengelig fra: 2023-08-25 Laget: 2023-08-25 Sist oppdatert: 2023-08-25bibliografisk kontrollert

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