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dc.contributor.supervisor Wymer, Walter
dc.contributor.author Akbar, Mohammad Muzahid
dc.contributor.author University of Lethbridge. Faculty of Management
dc.date.accessioned 2016-06-13T21:22:10Z
dc.date.available 2016-06-13T21:22:10Z
dc.date.issued 2016-06-13
dc.identifier.uri http://hdl.handle.net/10133/4511
dc.description.abstract Brand authenticity represents the integration of a brand’s perceived originality, honesty, quality, and admirability. In contemporary brand management, brand authenticity is considered to be a new customer consciousness, which can attract new customers while retaining the existing ones, by offering a genuine and worthwhile brand experience. This study reconceptualizes brand authenticity as a second-order formative-reflective construct with four dimensions (i.e., originality, honesty, perceived quality, and admirability). A scale for brand authenticity was proposed based on existing scales, and was then tested on data collected on Goodwill using Mechanical Turk. SmartPLS (PLS-SEM) was used to analyze the Hierarchical Component Model by the repeated indicator approach (Mode A). This study found that brand authenticity is formatively comprised of four theorized dimensions and that the brand authenticity scale is valid and reliable. A positive impact of brand authenticity as well as customer-brand identification on support intentions was supported. Customer-brand identification was a partial mediator between brand authenticity and support intentions. The major contribution of this study will be in improving the conceptualization of brand authenticity by unifying the fragmented literature on the topic and also presenting a well-synthesized scale.
dc.language.iso en_CA
dc.publisher Lethbridge, Alta. : University of Lethbridge, Faculty of Management
dc.relation.ispartofseries Thesis (University of Lethbridge. Faculty of Management)
dc.subject brand authenticity
dc.subject customer-brand identification
dc.subject hierarchical component model
dc.subject non-profit brand
dc.subject PLS-SEM
dc.subject attitude toward helping others
dc.subject support intentions
dc.title Reconceptualizing brand authenticity and validating its scale en_US
dc.type Thesis en_US
dc.publisher.faculty Management en_US
dc.degree.level Masters en_US
dc.proquest.subject 0338
dc.proquest.subject 0454
dc.proquestyes Yes en_US
dc.embargo No en_US


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