HOW BRAND AUTHENTICITY SHAPES CONSUMER PERCEPTIONS: EVIDENCE FROM ONLINE CLOTHING BUYERS IN EMERGING MARKETS

Abstract

In online clothing selling, there is usually doubt on the consumers side as they can not physically test the product and therefore brand related signals are crucial in influencing the brand perceptions. The brand authenticity has become a key determinant of consumer judgments, and little evidence has been done to identify how it can help brand image depending on value-based processes within emerging markets. This research was based on the Signaling Theory and the Social Exchange Theory and examined the direct influence of brand authenticity on brand image and the mediating functions of functional perceived value and social perceived value between online clothing consumers in Pakistan. It was a quantitative survey, with a cross-section as it was carried out at a specific point in time and involved 312 valid responses of consumers who had an online experience of purchasing apparel recently. A median data analysis based on regression was conducted with Hayes PROCESS macro (Model 4) and 5000 bootstrap resamples (Model 5) in the evaluation of mediations. The findings reveal that brand image is greatly positively influenced by brand authenticity. In addition, both functional and social perceived values partially mediate this relationship indicating that authenticity improves brand image by raising the perceived utilitarian and symbolic benefits. The findings contribute to the theoretical knowledge of a brand image about brand authenticity in e-commerce and managerial messages of online apparel companies to enhance a brand image through the use of authenticity-based approaches.