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The effect of authenticity perceptions and brand equity on brand choice intention

Author

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  • Phung, Minh Tuan
  • Ly, Pham Thi Minh
  • Nguyen, Tin Trung

Abstract

Fuzzy set qualitative comparative analysis (fsQCA) is a novel and powerful methodology used as an analytical technique and research approach in the social science field. This study aims to extend the application of fsQCA in investigating the structural associations of antecedents and the outcomes in a multi-layer problem. The research framework of ethnic themed restaurants suggested by Lu et al. (2015) and the new consistency by Huarng (2016) were adopted. With the same data set, the findings from the systems approach and fsQCA confirmed the three and four dimensions of brand equity, respectively, which provided explanations for complexity theory, while reinforced fsQCA's appropriateness. From the managerial perspective, the study unraveled the need for managers to implement proper strategies to achieve the objective of higher retention.

Suggested Citation

  • Phung, Minh Tuan & Ly, Pham Thi Minh & Nguyen, Tin Trung, 2019. "The effect of authenticity perceptions and brand equity on brand choice intention," Journal of Business Research, Elsevier, vol. 101(C), pages 726-736.
    • Handle: RePEc:eee:jbrese:v:101:y:2019:i:c:p:726-736
    DOI: 10.1016/j.jbusres.2019.01.002
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    Citations

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    Cited by:

    1. Massoud Moslehpour & Ka Yin Chau & Alaleh Dadvari & Ben-Roy Do & Victoria Seitz, 2019. "What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries," Sustainability, MDPI, vol. 11(24), pages 1-22, December.
    2. Huarng, Kun-Huang & Yu, Tiffany Hui-Kuang, 2020. "The impact of surge pricing on customer retention," Journal of Business Research, Elsevier, vol. 120(C), pages 175-180.
    3. Zhang, Shu-Ning & Li, Yong-Quan & Liu, Chih-Hsing & Ruan, Wen-Qi, 2021. "A study on China's time-honored catering brands: Achieving new inheritance of traditional brands," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    4. Tran, Cong Duc & Nguyen, Tin Trung, 2021. "Health vs. privacy? The risk-risk tradeoff in using COVID-19 contact-tracing apps," Technology in Society, Elsevier, vol. 67(C).
    5. Ahmad, Fayez & Guzmán, Francisco & Kidwell, Blair, 2022. "Effective messaging strategies to increase brand love for sociopolitical activist brands," Journal of Business Research, Elsevier, vol. 151(C), pages 609-622.
    6. Basu, Shubhabrata & Pereira, Vijay & Sinha, Paresha & Malik, Ashish & Moovendhan, V., 2022. "Esoteric governance mechanism and collective brand equity creation in confederated organizations: Evidence from an emerging economy," Journal of Business Research, Elsevier, vol. 149(C), pages 217-230.
    7. Ghanbarpour, Tohid & Gustafsson, Anders, 2022. "How do corporate social responsibility (CSR) and innovativeness increase financial gains? A customer perspective analysis," Journal of Business Research, Elsevier, vol. 140(C), pages 471-481.
    8. Chaohua Huang & Rui Guo, 2021. "The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 60-76, January.
    9. de Andrade-Matos, Mariana Bueno & Richards, Greg & de Lourdes de Azevedo Barbosa, Maria, 2022. "Rethinking authenticity through complexity paradigm," Annals of Tourism Research, Elsevier, vol. 92(C).
    10. Kumar, Vikas & Kaushik, Arun K., 2022. "Engaging customers through brand authenticity perceptions: The moderating role of self-congruence," Journal of Business Research, Elsevier, vol. 138(C), pages 26-37.
    11. Sujin Bae & Timothy Hyungsoo Jung & Natasha Moorhouse & Minjeong Suh & Ohbyung Kwon, 2020. "The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective," Sustainability, MDPI, vol. 12(7), pages 1-22, April.
    12. Wen-Qi Ruan & Shu-Ning Zhang, 2022. "Understand the differences in the brand equity construction process between local and foreign restaurants," Service Business, Springer;Pan-Pacific Business Association, vol. 16(3), pages 681-719, September.

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