Brands as Humans: How Brand Virtuousness Relates to Brand Authenticity and Brand Attachment

Research aim . Authenticity has become an essential quality for brands, with 86% of consumers preferring brands that are perceived to be authentic (Stackla, 2021). As a result, the drivers of brand authenticity are gaining momentum as an important research object. The role of brand virtuousness and its connection to brand authenticity and brand attachment has received limited attention from the consumer perspective. Meanwhile, the relationship between virtuousness and authenticity has been thoroughly investigated in other fields, such as personality research. Based on personality literature, comparable patterns of association can be anticipated when considering brands as relational entities. Therefore, the arguments elucidating the relationship between the virtuousness of personality and authenticity can be extended to the realm of brand. Given the above, this study aims to examine how brand virtuousness affects brand authenticity and brand attachment. Design / Methodology / Approach . This study employed a quantitative research approach by administering an online questionnaire (www.qualtrics.com) to respondents randomly assigned to two conditions: one with instructions to choose an authentic brand and another to name an inauthentic brand. The data were obtained from a convenience sample of Lithuanian adults (N=461; women= 70.9%; men= 29.1%; age mean =33.26; SD=12.29). The study constructs were measured using pre-existing 5-point Likert-type scales that were adapted to the focus of the current research. PLS-SEM (SmartPLS Version 4.1.0.6) was employed to test research hypotheses. Findings . Our findings show that brand virtuousness and brand authenticity have a positive and significant effect on brand attachment. Furthermore, brand virtuousness exhibited a positive and significant impact on brand authenticity. Finally, as expected, brand authenticity mediated the link between brand virtuousness and brand attachment. Consumers are drawn to brands that exude virtue, and the more authentic a brand is perceived to be, the more consumers tend to stick with it. Originality / Value / Practical implications. This study contributes to the brand literature by expanding our understanding of personality theory-grounded antecedents in relation to brand authenticity and brand attachment. Drawing on personality literature, this study proposes novel explanations for the impact of brand virtuousness on brand attachment through brand authenticity. The findings suggest that marketers would benefit from incorporating virtuousness properties into their brand strategies and communication campaigns, as it aids in the establishment of a stronger consumer-brand connection and increases perceived brand authenticity.