The Role of Brand Authenticity in Shaping Buying Intentions

Abstract

Abstract- In the modern markets, this study explores how brand authenticity is a critical element in the consumer buying intentions. As consumers are growingly demanding authentic, transparent, and trustworthy brands, the study aims at investigating the effect of brand authenticity perceptions, together with its dimensions consistency, heritage, transparency, craftsmanship, and ethical responsibility, on consumer willingness to pay. The study adopts a quantitative research design where data is gathered using structured questionnaires directed to 60 respondents; statistical tests are used to find out the relationship between brand authenticity and buy behavior. The results indicate that there is a significant positive association between the perceived authenticity and the purchase intentions and that consumer trust mediates the linkage between them. This paper underscores the value with which marketers should place genuine brand communication and corporate behavior with the aim of generating trust, loyalty and advocacy. The implication to branding strategies as well as suggestions of future research are also provided, which will leave a substantial contribution to the academic literature and marketing practice alike. Keywords- brand authenticity, buying intentions, consumer trust, marketing strategy, purchase behavior, brand perception.