Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment (Record no. 52326)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02213nam a2200253 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190731125100.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190731b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Arya, Vikas |
| 9 (RLIN) | 33984 |
| 245 ## - TITLE STATEMENT | |
| Title | Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 37-103 p. |
| 500 ## - GENERAL NOTE | |
| General note | The purpose of this article is to analyse consumers’ attachment behaviour to a particular brand due to its perceived authenticity. The study aims to identify the relationship of brand authenticity with the consumers’ brand attachment behaviour in the presence of online brand communities (OBCs) built on social networking vehicles. The descriptive research was conducted on 354 Indian respondents and the findings were then analysed using SPSS 22.0 and AMOS 24.0. The analysis revealed that consumers’ brand attachment is fairly very high when the brand is perceived as genuine and authentic. Further, the relationship between brand authenticity and consumers’ brand attachment behaviour is moderated by the presence of OBCs. Therefore, companies should be attentive towards developing an authentic product in order to catch the consumers’ buying inclination and should consider to have their presence on communities and forums over social networking sites. This article is novel in the sense that it provides an understanding about the impact of perceived brand authenticity on brand attachment behaviour. Authenticity of the product articulates the consumers’ desire to discover meaning and purpose in their lives and is a process of living out one’s set of strongly held personal attachment with the brand. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Brand authenticity, |
| Uncontrolled term | Consumer buying behaviour |
| Uncontrolled term | Brand Attachment, |
| Uncontrolled term | Brand Loyalty |
| Uncontrolled term | Purchase intention |
| Uncontrolled term | Online brand communities |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Verma, Hemraj |
| 9 (RLIN) | 33985 |
| Personal name | Sethi, Deepti |
| 9 (RLIN) | 33986 |
| Personal name | Agarwal, Rajat |
| 9 (RLIN) | 33987 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 50183 |
| Host Itemnumber | 75311 |
| Main entry heading | Sage Publication |
| Place, publisher, and date of publication | New Delhi Sage Publication |
| Other item identifier | 55510597 |
| Title | IIM KOZHIKODE SOCIETY AND MANAGEMENT REVIEW |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 31/07/2019 | Vol 8, No 2/ 55510597JA1 | 55510597JA1 | 31/07/2019 | 31/07/2019 |