The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence

By Aikaterini Manthiou, Juhee Kang, Sunghyup Sean Hyun, Xiaoxiao Fu. International Journal of Hospitality Management, 2018

165 citations recorded by the source corpus.

Abstract This study investigates how brand authenticity perceptions, impression in memory, lifestyle-congruence, and brand love interrelate with one another. It also examines the moderating effect of the need for uniqueness in the luxury hotel setting. Empirical data was collected from 412 American guests of different luxury hotel brands. The findings indicate that brand authenticity is a critical determinant of impression in memory, lifestyle-congruence, and brand love. Brand authenticity’s relationships with impression in memory, lifestyle-congruence and brand love do not differ between high and low uniqueness perceivers. This study’s findings could help managers understand perceived authenticity better as a key factor that positions luxury hotel brands and influences business performance.

Subfields: Marketing, Sociology and Political Science, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/82259b4640d01382abb949d2b66c64f432a79a43

Citations in the corpus

• I love you, but you let me down! How hate and retaliation damage customer-brand relationship (2022, unknown): “…egoire et al. (2009) and Hegner et al. (2017), the desire for retaliation through an eight-item scale adapted from Gr ´ egoire, Lauferm, and Tripp (2010) and Hennig-Thurau et al. (2004) and brand love through a nine-item scale adapted from Manthiou et al. (2018) and Khandeparkar and Motiani (2018).”