The Effect of Brand Authenticity toward Emotional Brand Attachment: The Moderating Role of Brand Image

Abstract

In the airline industry, brand authenticity and Emotional brand attachment (EMA) are important constructs. This study aims to investigate a conceptual model displaying the brand authenticity effect on EMA using a multi-dimensional scale. The study proposed the moderating role of Brand Image in the proposed model by using Income and Education as Control variables. A structural equation modeling approach (SEM) by using WarpPLS 7 program was adapted to analyze the data collected from 320 Egypt Air customers working in the Arab Gulf region through a web survey by using Snowballing techniques. The findings indicate statistical support for all brand authenticity dimensions (Brand Heritage-Quality commitment-Uniqueness-Symbolism) on EMA. Brand Image enhances the influence of uniqueness on EMA. Brand image doesn't enhance influence of three dimensions of brand authenticity (Brand Heritage-Quality commitment-Symbolism) on EMA. Overall, this study provides a theoretical and empirical contribution to the marketing literature, particularly in the customer attitude context.