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

Paula Rodrigues, Ana Sousa, Jorge Lopes and Ana Pinto Borges
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Paula Rodrigues: Research Centre in Organizations, Portugal
Ana Sousa: Research Centre in Organizations, Portugal
Jorge Lopes: ISAG — European Business School and Research Center in Business Sciences and Tourism (CICET — FCVC), Portugal
Ana Pinto Borges: ISAG — European Business School and Research Center in Business Sciences and Tourism (CICET — FCVC), Portugal

Journal of Brand Strategy, 2024, vol. 12, issue 4, 381-403

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.

Keywords: consumer-based brand authenticity; brand love; brand hate; buying intention; PLS-SEM (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2024:v:12:i:4:p:381-403

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