Can human brands help consumers eat better? Influence of emotional brand attachment, self‐identification, and brand authenticity on consumer eating habits

2020 ◽  
Author(s):  
Amélie Guèvremont
Keyword(s):  
Eating Habits ◽  
Brand Attachment ◽  
Brand Authenticity ◽  
Human Brands

scholarly journals The brand authenticity effect: situational and individual-level moderators

2016 ◽  
Vol 50 (3/4) ◽  
pp. 602-620 ◽  
Author(s):  
Amélie Guèvremont ◽  
Bianca Grohmann
Keyword(s):  
Individual Difference ◽  
Need To Belong ◽  
Brand Attachment ◽  
Content Type ◽  
Authentic Self ◽  
Individual Level ◽  
Brand Authenticity ◽  
Individual Difference Variables ◽  
High Level ◽  
Socially Excluded

Purpose This paper aims to examine under what conditions consumers develop emotional attachment toward authentic brands. It proposes that authentic brands’ ability to evoke attachment is contingent upon situational (i.e. need to belong and need to express the authentic self) and consumer individual difference variables (i.e. brand engagement in self-concept [BESC] and personal authenticity). Design/methodology/approach Two experiments empirically test the effects of brand authenticity on emotional brand attachment. Experiment 1 considers the moderating roles of social exclusion and BESC. Experiment 2 examines the moderating roles of situationally induced feelings of self-inauthenticity and enduring personal authenticity. Findings Consumers with a high level of BESC show greater emotional brand attachment to authentic (versus less authentic) brands when they feel socially excluded. Consumers with a high level of enduring personal authenticity show greater emotional brand attachment to authentic (versus less authentic) brands when they experience situations that make them feel inauthentic. Practical implications This paper has implications for brand communication strategies adopted by brands that are positioned strongly on authenticity. Originality/value This paper is one of the few to examine the effect of brand authenticity on brand attachment taking into account the moderating role of situational and individual difference variables. The findings contribute to the brand attachment and brand authenticity literatures.

scholarly journals Pengaruh Brand Authenticity Terhadap Brand Attachment (Studi Kasus Pada Sepatu Olahraga Adidas)

2019 ◽  
Vol 2 (6) ◽  
Author(s):  
Erwin Saputra
Keyword(s):  
Brand Experience ◽  
Brand Attachment ◽  
Sales Data ◽  
Brand Authenticity ◽  
The World ◽  
Questionnaire Method ◽  
Sports Shoes

Adidas is one of the most famous brands of sports shoes in the world after Nike. This can be seen from the sales data of Adidas’ sports shoes which were ranked second in 2017. Even though the sales of Adidas’ sports shoes increased compared to 2016, Adidas’ sales were still far below Nike’s. Adidas can utilize the brand authenticity that they have to increase their consumer’s brand attachment, so it can increase their sales. This study used a questionnaire method distributed to 192 respondents in Jabodetabek who had used Adidas’ sport shoes and then processed the data using SPSS. From this study it can be concluded that the brand authenticity significantly and positively influences the brand attachment of Adidas sports shoes users. In addition, it was also found that brand experience can positively moderate the influence of brand authenticity on brand attachment from Adidas sports shoes users.

The impact of brand authenticity on brand attachment in the food industry

2015 ◽  
Vol 117 (2) ◽  
pp. 538-552 ◽  
Author(s):  
Ioannis Assiouras ◽  
Georgia Liapati ◽  
Georgios Kouletsis ◽  
Michalis Koniordos
Keyword(s):  
Food Industry ◽  
Empirical Support ◽  
Purchase Intentions ◽  
Primary Data ◽  
Competitive Advantages ◽  
Brand Attachment ◽  
Content Type ◽  
Brand Authenticity ◽  
The One ◽  
The Impact

Purpose – The purpose of this paper is to investigate the impact of brand authenticity on brand attachment and subsequently on consumer behaviour related to food brands. Design/methodology/approach – Results are derived from primary data collected from a consumer sample in Greece. Respondents rate their brand authenticity and brand attachment for two well established authentic Greek brands in the food industry. Findings – The study confirms that brand authenticity predicts the brand attachment, while brand attachment influences consumers purchase intentions, willingness to pay more and promote the brand. Practical implications – The benefits of brand authenticity should not be ignored and should be protected by the brand managers of food brands because it can be the one of the competitive advantages that can be leveraged in the competitive food industry sector. Originality/value – It provides the required empirical support for the impact of brand authenticity on brand attachment and behavioural intentions in the food industry.

scholarly journals Jurnal Manajemen Bisnis Dan Kewirausahaan

2019 ◽  
Vol 2 (6) ◽  
Author(s):  
Magister Manajemen
Keyword(s):  
Product Innovation ◽  
Purchase Intention ◽  
Work Behavior ◽  
Green Product ◽  
Network Marketing ◽  
Brand Attachment ◽  
Brand Authenticity ◽  
Firm Innovativeness ◽  
Brand Credibility ◽  
Green Product Innovation

  JURNAL MANAJEMEN BISNISDAN KEWIRAUSAHAAN   Volume 02/No.6/November/2018                                                           e-ISSN 2598-0289  Terbit enam kali dalam setahun. Berisi tulisan yang diangkat dari hasil penelitian di bidang Ilmu Manajemen dan Kewirausahaan.   Ketua Dewan PenyuntingProf. Ir. Carunia Mulya Firdausy, MA, Ph.D – Universitas Tarumanagara  Wakil Ketua Dewan PenyuntingDr. Eko Harry Susanto – Universitas Tarumanagara  Anggota Dewan Penyunting Dr. Ir. Agus Zainul Arifin, MM – Universitas TarumanagaraDr. Eddy Supriyatna MZ, M.HUM – Universitas TarumanagaraDr. Anas Lutfi, MM, MKN – Universitas IndonesiaDr. Hardius Usman, M.Si – Universitas IndonesiaDr. Indra Widjaja, SE, MM – Universitas TarumanagaraDr. Hetty Karunia Tunjung Sari – Universitas Tarumanagara   SekretariatMaria Benedicta, SEStephanie Pane, SE, MM    Alamat Penyunting dan Tata Usaha: Program Studi MM Untar, Kampus 1, Gedung Utama, Lantai 14, Jl. Let. Jen. S. Parman No. 1 Grogol, Jakarta 11440. Telp. (62-21) 5655806 dan Fax. (62-21) 5655808. Email: [email protected]        JURNAL MANAJEMEN BISNIS & KEWIRAUSAHAAN        November 2018, Volume  02, No 6                                                                      e-ISSN 2598-0289Halaman 1-114  ANALISA KINERJA KEUANGAN PADA PT. ASTRA INTERNATIONAL TBK PERIODE 2012-2017DARI SUDUT PANDANG ANALISIS RASIO KEUANGAN DAN METODE DU PONTRoben Wijaya                                                                                                                                                                         01-11 PENGARUH CITRA NEGARA, CITRA MEREK, DAN NEGARA ASAL TERHADAP MINAT BELIPADA SMARTPHONE DI INDONESIAMuhammad Imam Al Gibran dan Chairy                                                                                                                            12-17 ANALISIS PENGARUH FLEXIBLE HRM TERHADAP FIRM INNOVATIVENESS YANG DIMEDIASIINNOVATIVE WORK BEHAVIOR(STUDI KASUS PADA PT XYZ)Kevin Matthew Aditya                                                                                                                                                          18-24 STRATEGI PEMASARAN DALAM RANGKA MENINGKATKAN PENJUALAN KERAMIK PRIVATE LABELDAN MEMENANGKAN KOMPETISI PADA PT.CATUR MITRA SEJATI SENTOSA,Tbk (Mitra10)Henry dan Chairy                                                                                                                                                                  25-31 ANALISIS STRATEGI PERUSAHAAN MULTINASIONAL PT. SHINHAN INDO FINANCE DALAMMENGEMBANGKAN BISNIS DI INDONESIADito Kurniawan                                                                                                                                                                      32-38 PENGARUH GREEN PERCEVIED VALUE, GREEN PRODUCT INNOVATION, GREEN SELF IDENTITIY,BRAND CREDIBILITY TERHADAP GREEN PURCHASE INTENTION MELALUI GREEN BRAND EQUITYPADA PRODUK SKIN-CARE KOREA DI INDONESIAAlvin                                                                                                                                                                                        39-45 PENGARUH BRAND AUTHENTICITY TERHADAP BRAND ATTACHMENT(STUDI KASUS PADA SEPATU OLAHRAGA ADIDAS)Erwin Saputra                                                                                                                                                                        46-52 PENGARUH KEMASAN TERHADAP MINAT BELI MASYARAKAT DENGAN KUALITASSEBAGAI VARIABEL MEDIASI PADA PRODUK “LEGIT”Billy Ivanko dan Hetty Karunia Tunjungsari                                                                                                                        53-59 PENGARUH KESADARAN KESEHATAN DAN PRODUK MAKANAN TERHADAPMINAT BELI RESTORAN VEGETARIAN DENGAN VARIABEL MODERASI  RELIGIUSITAS DI INDONESIAHimawan dan Hetty Karunia Tunjungsari                                                                                                                           60-67 PENGARUH SOCIAL NETWORK MARKETING (SNM) DAN ELECTRONIC WORD OF MOUTH (EWOM)TERHADAP MINAT BELI PELANGGANWenny Kartika Susanto dan Keni                                                                                                                                         68-73 PERENCANAAN BISNIS PENUKARAN MATA UANG ASING “FORRENCY”Denis Wijaya                                                                                                                                                                           74-80 PENGARUH KUALITAS JASA, KEMUDAHAN TRANSAKSI, DAN PROMOSI TERHADAP LOYALITASKONSUMEN PT XYZ: KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASILaura Debora                                                                                                                                                                        81-88 KINERJA KEUANGAN DAN POTENSI KEBANGKRUTAN DARI PERUSAHAAN TRANSPORTASI      JURNAL MANAJEMEN BISNIS & KEWIRAUSAHAAN        November 2018, Volume  08, No 6                                                                      e-ISSN 2598-0289Halaman 1-114 PELAYARAN PADA TAHUN 2013-2017              Aditya Budi Kurniawan dan Carunia M. Firdausy                                                                                                              89-95 PENGARUH KETERLIBATAN SUPLIER DAN KONSUMEN SERTA INOVASI PRODUK TERHADAPPERFORMA PRODUK BARU DI PT. PUSPA PHARMARey Hagai Yheri dan Yanuar                                                                                                                                                                96-103  PENDAPAT PEMILIK USAHA-USAHA KULINER DI JAKARTA TERHADAP PERAN GO-FOODDALAM PENGEMBANGAN USAHANYAOctarini dan Eko Harry Susanto                                                                                                                                           104-108 PENGARUH BUDAYA ORGANISASI DAN KOMPENSASI TERHADAP KEPUASAN KERJA DALAMMENINGKATKAN KINERJA KARYAWAN  (STUDI KASUS PADA GENERASI BABY BOOMERS, X, Y DAN Z)Stevanny Novianti Saliman                                                                                                                                                   109-114       

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