The role of brand orientation on consumers perceived authenticity
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/39713 |
Resumo: | The present research investigates the role that brand orientation plays on consumers’ perceptions of authenticity and whether this influences their choice of brands. This work proposes that a consumer orientation – an orientation in which a company focuses on the needs of consumers - might be perceived as less authentic (vs. other orientations) and therefore might be less beneficial for brands. Two online studies – one correlational and one experimental - provide support for this hypothesis. The research demonstrates that consumers infer more authenticity from brands which are not perceived as consumer-centric: in fact, the social cost – the negative effect that a certain behavior might cause - in which such firms might incur in is compensated by the trust that consumers will address towards a brand that they perceive as more authentic. The present research also explores whether skepticism moderates this effect. Consequences in terms of purchase intention, trust, word-of-mouth and perceived quality are also investigated. Finally, the research does not suggest that one orientation in itself is better than the others, but it investigates perceptions of consumers in terms of authenticity. |
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The role of brand orientation on consumers perceived authenticityAuthenticityBrand orientationConsumer centricityConsumers’ perceptionsDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe present research investigates the role that brand orientation plays on consumers’ perceptions of authenticity and whether this influences their choice of brands. This work proposes that a consumer orientation – an orientation in which a company focuses on the needs of consumers - might be perceived as less authentic (vs. other orientations) and therefore might be less beneficial for brands. Two online studies – one correlational and one experimental - provide support for this hypothesis. The research demonstrates that consumers infer more authenticity from brands which are not perceived as consumer-centric: in fact, the social cost – the negative effect that a certain behavior might cause - in which such firms might incur in is compensated by the trust that consumers will address towards a brand that they perceive as more authentic. The present research also explores whether skepticism moderates this effect. Consequences in terms of purchase intention, trust, word-of-mouth and perceived quality are also investigated. Finally, the research does not suggest that one orientation in itself is better than the others, but it investigates perceptions of consumers in terms of authenticity.Consiglio, IreneRUNBergamelli, Erika2019-01-20T01:30:32Z2018-01-202018-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/39713TID:201862743enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:21:48Zoai:run.unl.pt:10362/39713Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:31:10.295361Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
The role of brand orientation on consumers perceived authenticity |
title |
The role of brand orientation on consumers perceived authenticity |
spellingShingle |
The role of brand orientation on consumers perceived authenticity Bergamelli, Erika Authenticity Brand orientation Consumer centricity Consumers’ perceptions Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
The role of brand orientation on consumers perceived authenticity |
title_full |
The role of brand orientation on consumers perceived authenticity |
title_fullStr |
The role of brand orientation on consumers perceived authenticity |
title_full_unstemmed |
The role of brand orientation on consumers perceived authenticity |
title_sort |
The role of brand orientation on consumers perceived authenticity |
author |
Bergamelli, Erika |
author_facet |
Bergamelli, Erika |
author_role |
author |
dc.contributor.none.fl_str_mv |
Consiglio, Irene RUN |
dc.contributor.author.fl_str_mv |
Bergamelli, Erika |
dc.subject.por.fl_str_mv |
Authenticity Brand orientation Consumer centricity Consumers’ perceptions Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Authenticity Brand orientation Consumer centricity Consumers’ perceptions Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The present research investigates the role that brand orientation plays on consumers’ perceptions of authenticity and whether this influences their choice of brands. This work proposes that a consumer orientation – an orientation in which a company focuses on the needs of consumers - might be perceived as less authentic (vs. other orientations) and therefore might be less beneficial for brands. Two online studies – one correlational and one experimental - provide support for this hypothesis. The research demonstrates that consumers infer more authenticity from brands which are not perceived as consumer-centric: in fact, the social cost – the negative effect that a certain behavior might cause - in which such firms might incur in is compensated by the trust that consumers will address towards a brand that they perceive as more authentic. The present research also explores whether skepticism moderates this effect. Consequences in terms of purchase intention, trust, word-of-mouth and perceived quality are also investigated. Finally, the research does not suggest that one orientation in itself is better than the others, but it investigates perceptions of consumers in terms of authenticity. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-01-20 2018-01-20T00:00:00Z 2019-01-20T01:30:32Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/39713 TID:201862743 |
url |
http://hdl.handle.net/10362/39713 |
identifier_str_mv |
TID:201862743 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/embargoedAccess |
eu_rights_str_mv |
embargoedAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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