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

Author

Listed:
  • Rodrigues, Paula

    (Research Centre in Organizations, Portugal)

  • Sousa, Ana

    (Research Centre in Organizations, Portugal)

  • Lopes, Jorge

    (ISAG — European Business School and Research Center in Business Sciences and Tourism (CICET — FCVC), Portugal)

  • Borges, Ana Pinto

    (ISAG — European Business School and Research Center in Business Sciences and Tourism (CICET — FCVC), Portugal)

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.

Suggested Citation

  • Rodrigues, Paula & Sousa, Ana & Lopes, Jorge & Borges, Ana Pinto, 2024. "How does brand authenticity affect brand hate-love relationships and buying intention? The moderating role of brand personality," Journal of Brand Strategy, Henry Stewart Publications, vol. 12(4), pages 381-403, March.
    • Handle: RePEc:aza:jbs000:y:2024:v:12:i:4:p:381-403
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    More about this item

    Keywords

    consumer-based brand authenticity; brand love; brand hate; buying intention; PLS-SEM;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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