Volume 10, Issue 4 (2021)                   ORMR 2021, 10(4): 147-175 | Back to browse issues page

‎ 20.1001.1.22286977.1399.10.4.7.9

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Kordnaeij A, Shirkhodaie M, Asghari Goudrzi F, Nejat S. Antecedents of brand authenticity and its role in the formation of word of mouth (Case study: Tavazo nuts). ORMR 2021; 10 (4) :147-175
URL: http://ormr.modares.ac.ir/article-28-43483-en.html
Antecedents of brand authenticity and its role in the formation of word of mouth (Case study: Tavazo nuts)
Asadollah Kordnaeij 1, Meysam Shirkhodaie2 , Fatemeh Asghari Goudrzi3 , Soheil Nejat4
1- Professor, Business Management Department, Faculty of Management & Economics, University of Tarbiat Modares, Tehran, Iran. , naeij@modares.ac.ir
2- Associate Professor, Business Management Department, Faculty of Economics and Administrative Sciences, University of Mazandaran, Tehran, Iran.
3- Master Student of Business Management, Tarbiat Modares University
4- Ph.D. Candidate in Business Management, Faculty of Management & Economics, Tarbiat Modares, Babolsar, Mazandaran, Iran.
Abstract:   (3085 Views)
Today, more than ever, consumers are searching for authenticity. One of the valuable features of brand authenticity is that consumers are willing to pay primum price for products that they think are authentic. Authenticity has emerged as a consumer favorite feature that reflects a brand's sense of uniqueness, realism, or originality, helping marketers differentiate their brands from competitors. The present study examines the antecedents of brand authenticity and its impact on word of mouth (WOM). Consumers of Tavazeh nuts brand in Tehran constitute the statistical population of this research. 372 people were selected as the sample by available sampling method. Data were collected through a standard questionnaire. The reliability of the questionnaire was assessed by calculating Cronbach's alpha coefficient and its validity was assessed by first-order and second-order confirmatory factor analysis (CFA). SPSS24 software was used for descriptive statistics and structural equation modeling (SEM) with LISREL 8.8 software was used to test the hypotheses. The results of testing the hypotheses showed that brand nostalgia, brand heritage, brand legitimacy and brand clarity have a positive and significant effect on brand authenticity. Also, brand authenticity has a positive and significant effect on word of mouth (WOM).
Keywords: Brand Authenticity, Word of Mouth, Brand Heritage, Brand Nostalgia, Brand Clarity
Full-Text [PDF 517 kb]   (2211 Downloads)    
Article Type: Original Research | Subject: Strategy and Management
Received: 2020/06/7 | Accepted: 2020/11/6 | Published: 2021/03/17
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