Building Brand Authenticity in Fast Moving Consumer Goods via Consumer Perceptions of Brand Marketing Communications

Australian Business Deans Council (ABDC) Journal Quality List - A* ranking (5*)<br><br>Purpose: Brand authenticity has emerged as a strategic imperative for many firms. We empirically examine the effect of consumer perceptions of brand marketing communications on brand authenticity of fast moving consumer goods.<br><br>Design/methodology: We conceptualized direct and indirect pathways from brand marketing communications to brand authenticity. Data were collected from US energy drink consumers and analysed using structural equation modelling. We controlled for multiple marketing mix variables and specified context-relevant covariates. <br><br>Findings: We observed direct and indirect pathways to building brand authenticity. The total effect of brand marketing communications on brand authenticity is strong, thereby highlighting the predictor’s overall effectiveness in shaping the ultimate outcome.<br><br>Research implications: Our focus on consumer-perceived authenticity as opposed to o