Brand Authenticity in The Heart of Local Fashion Brand Consumers and The Need for Relationship

Abstract

Objective: This study aimed to investigate the antecedents of brand authenticity and its consequences on brand usage intention.   Theoretical framework: The growth of the local fashion brands in emerging countries is pivotal due their economic impact, however, the previous studies do still not confirm local brands as the predictable driver in consumer choice. The brand uniqueness value that lies in authenticity needs to be explored furtherly.   Method: This study uses quantitative research methods with a multivariate PLS-SEM approach. Respondents were taken from Generation Z who bought and use local fashion brands. There were respondents that eligible for this study obtained by online questionnaire.   Result: The result of this study has contributed two new insights to the marketing field.  Firstly, this study established the relevant dimensionality of brand authenticity in the context of fashion brands. Secondly, so far this is the first study that demonstrated the link between marketing content to brand authenticity mediated by brand clarity communication, and further its impact on brand usage intention through brand relation quality. In addition, this study indicates the moderating role of brand involvement in the brand authenticity formation.   Conclusion: this study contributes new insights into the marketing field, through established the dimensionality of brand authenticity in the context of fashion brands. Lasty but most important finding that this study revealed the brand authenticity as heart of branding process from content, mediated by brand clarity and outflow the impact on brand usage intent through the brand relation quality. The notable of brand building in local fashion is to pursue relationship as the important direction to develop long lasting brand for generation Z.