THE IMPACT OF BRAND EXPERIENCE AND AUTHENTICITY ON WORD-OF-MOUTH AND RECOMMENDATION INTENTIONS: A PARALLEL MEDIATION ANALYSIS USING PLS-SEM

• Published in: Journal of Applied Structural Equation Modelling Vol. 9; no. 1; pp. 1 - 26
• Main Authors: Yasri Yasri, Vidyarini Dwita, Gerald Goh Guan Gan, Mia Ayu Gusti
• Format: Journal Article
• Language: English
• Published: Sarawak Research Society (SRS) 2025
• Subjects: brand authenticity; brand experience; brand love; brand trust; recommendation intentions; word-of-mouth
• ISSN: 2590-4221; 2590-4221
• DOI: 10.47263/JASEM.9(1)04

This study examines the influence of brand experience and authenticity on word-of-mouth (WOM) communication and recommendation intentions among Millennials and Generation Z in Indonesia, focusing on local specialty food products. Furthermore, it investigates how brand love mediates the relationship between brand experience and WOM, as well as between brand trust and recommendation intention. Lastly, it examines the role of brand trust in mediating the relationship between brand authenticity and brand love. Using snowball sampling, data were collected from 492 respondents, targeting Millennials and Gen Z from urban areas in Indonesia. The analyses were performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that brand authenticity significantly enhances brand trust, while brand love substantially affects WOM and recommendation intentions. Moreover, brand trust positively influences brand love, just as brand authenticity affects brand love through the mediation of brand trust. However, brand experience does not impact brand love. These findings highlight the necessity of creating genuine brand experiences to build trust and brand love, ultimately encouraging recommendation intentions and WOM. This study is among the first to investigate the parallel mediation roles of brand love and brand trust in linking brand experience and authenticity to WOM and recommendation intentions. Furthermore, it contributes to the existing literature on how brands can enhance recommendation intentions and WOM.