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How does brand authenticity affect brand hate-love relationships and buying intention? The moderating role of brand personality
Journal of Brand Strategy,
12
(4),
381-403
(2024)
Abstract
This paper has two objectives to understand: (a) how brand authenticity (BA) affects brand hate (BH) and brand love (BL) relationships, how this influences consumers’ buying intention and (b) how brand personality (BP) moderates the relationship between BA and BH/BL. A sample of 200 responses collected through an online survey about the Ryanair airline brand was analysed using partial least squares structural equation modelling (PLS-SEM). The findings show that BA positively affects BL and negatively affects BH; BH negatively affects buying intention; and BL positively affects buying intention. The results show the moderating effect of the five dimensions of BP on the relationship between BA and BL/BH.
Keywords: consumer-based brand authenticity; brand love; brand hate; buying intention; PLS-SEM
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Author's Biography
Paula Rodrigues , PhD, is an esteemed academic with expertise in management. She earned her doctoral degree from the Faculty of Economics at the University of Porto in Portugal. Currently, she holds the position of Associate Professor in Brand Management at the School of Economics and Management, Lusíada University — North, Portugal. Paula has been teaching courses on brand management, consumer behaviour, econometrics, statistics and quantitative methods at Lusíada University — North since 1995. Her dedication to education has made her a highly respected figure among students and colleagues alike. Paula has also made significant contributions to the field through her research endeavours. She has authored numerous scientific papers, chapters and books. Her current research projects focus on exploring consumer–brand relationships within the domains of luxury, tourism and hospitality, and consumer goods.
Ana Sousa holds a post-doctoral fellowship at COMEGI, of the University Lusíada, and is a researcher at GOVCOPP of the University Aveiro. She holds a PhD in marketing and strategy from the University of Minho, Portugal, a master’s degree in marketing and business administration and a degree in psychology from the University of Porto. Her research interests are country image, place branding, consumer behaviour, cultural heritage and international marketing.
Jorge Lopes has been teaching in the areas of Marketing and Communication since 1993. He has a PhD in business sciences, with a research project in cultural marketing management. During these 30 years of professional experience, he has also supervised several master’s degree projects and other academic assignments. He has participated in international conferences, seminars and workshops. He has also integrated different research teams that were able to publish papers and book chapters in internationally acknowledged journals, mainly in the areas of marketing, tourism and entrepreneurship.
Ana Pinto Borges did her PhD in economics, Faculty of Economics, University of Porto, in 2009. She is Coordinating Professor at ISAG — European Business School and also Scientific Coordinator of Research Center in Business Sciences and Tourism (CICET — FCVC). Ana has published several papers and book chapters indexed to the main bibliographic databases (WoS — Clarivate Analytics and Scopus). She also publishes books with an international distribution, namely ‘New Techniques for Brand Management in the Healthcare Sector’, ‘Building Consumer–Brand Relationship in Luxury Brand Management’ and ‘Gastronomy, Hospitality, and the Future of the Restaurant Industry’ She has made presentations in various national and international congresses and has been a member of scientific committees in academic events. Ana is the editor and one of the founding members of the European Journal of Applied Business and Management (EJABM). She supervised several final master’s and doctoral works. She is a former Accenture consultant in the financial area.
