From the quest for authenticity to advocacy: How do authentic brands create brand advocate consumers?

In a quest to investigate whether brands that position themselves as authentic create brand advocate consumers, the current study analyzes and collates the extant literature on brand authenticity through unfolding the relationship between brand authenticity and brand advocacy on the grounds of brand experience, actual self-image congruence, consumer involvement as well as the product category with an aim to explore whether brand authenticity positively influences brand advocacy behavior among consumers. The relationships are investigated through a comprehensive research model using two different product categories (i.e., mobile phone and automobile) with a large sample of 825 respondents for both categories in total. Through an online survey, data was collected from mobile phone and automobile consumers with regards to two brands (Apple and Mercedes) predefined as a result of the first pilot study conducted. The research hypotheses were tested and analyzed with Structural Equation Model (SEM) on SmartPLS 4 statistical program. The findings reveal that brand authenticity positively predicts brand advocacy mirroring previous research, however, on a single product category (mobile phone). Brand experience is proven to have a significant mediating impact in this relationship whereas actual self-image congruence and consumer involvement are not proven to strengthen the relationship. Consequently, academics and practitioners can benefit from the theoretical model: This research presents news insights on brand authenticity to better understand consumers’ perceptions in order to create brand advocate consumers in a fiercely competitive environment, in addition to adding new constructs to the body of brand authenticity literature for further research.