Let us be realistic: The impact of perceived brand authenticity and advertising image on consumers’ purchase intentions of food brands

• Published in: International journal of consumer studies Vol. 46; no. 1; pp. 309 - 323
• Main Authors: Loebnitz, Natascha, Grunert, Klaus G.
• Format: Journal Article
• Language: English
• Published: Oxford Blackwell Publishing Ltd 01.01.2022
• Subjects: Access; Advertisements; Advertising; advertising image; Assets; Authenticity; Between-subjects design; Brands; Consumers; equations; Fictitious; Food; food brand; foods; Germany; Manipulation; perceived brand authenticity; perceived similarity; purchase intentions; role overload; Germany

There is a consensus that for a brand being perceived as authentic is an asset. However, an authentic brand is only half of the equation, as a brand must also appear in advertisement that seems authentic. Drawing on the selective accessibility model (SAM), this paper examines in the context of food...