The effect of brand authenticity toward emotional brand attachment : the moderating role of brand image

Abstract EN

In the airline industry, brand authenticity and Emotional brand attachment (EMA) are important constructs.

This study aims to investigate a conceptual model displaying the brand authenticity effect on EMA using a multi-dimensional scale.

The study proposed the moderating role of Brand Image in the proposed model by using Income and Education as Control variables.

A structural equation modeling approach (SEM) by using WarpPLS 7 program was adapted to analyze the data collected from 320 Egypt Air customers working in the Arab Gulf region through a web survey by using Snowballing techniques.

The findings indicate statistical support for all brand authenticity dimensions (Brand Heritage -Quality commitment- Uniqueness- Symbolism) on EMA.

Brand Image enhances the influence of uniqueness on EMA.

Brand image doesn't enhance influence of three dimensions of brand authenticity (Brand Heritage -Quality commitment- Symbolism) on EMA.

Overall, this study provides a theoretical and empirical contribution to the marketing literature, particularly in the customer attitude context.