The role of brand orientation on consumers perceived authenticity

Detalhes bibliográficos
Autor(a) principal: Bergamelli, Erika
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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spelling 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
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