 Influence of iconic, indexical cues, and brand schematicity on perceived authenticity dimensions of private-label brandsLaurence Carsana and Alain Jolibert Journal of Retailing and Consumer Services, 2018, vol. 40, issue C, 213-220 Abstract: Consumers respond positively to brands they perceive to be authentic. They use various cues to evaluate brand authenticity. The authenticity scale is made of four dimensions: integrity, credibility, symbolism and continuity. This research investigates the role of PLB's perceived authenticity dimensions and provides empirical evidence that, indexical cue as label and brand schematicity influence perceived authenticity dimensions of private-label brands. Compared with brand-aschematic consumers, brand-schematic consumers are more likely to perceive private-label brands as favorable on all dimensions of authenticity. The results also show that brand schematicity, by influencing integrity and credibility dimensions of PLB's perceived authenticity, increases willingness to buy and makes attitudes toward private-label brands more positive. The same result is obtained with indexical cue (label). Indexical cues influence integrity and therefore increase positive PLB attitude. Keywords: Perceived brand authenticity; Private label brand; Brand schematicity; Ingredient branding (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:40:y:2018:i:c:p:213-220 DOI: 10.1016/j.jretconser.2017.10.006 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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