The Effect of Brand Authenticity toward Emotional Brand Attachment: The Moderating Role of Brand Image | ||||
| المجلة العلمية للدراسات والبحوث المالية والتجارية | ||||
| Article 12, Volume 2, العدد الأول - الجزء الأول - Serial Number 1, January 2021, Page 340-383 PDF (855.76 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/cfdj.2020.129338 | ||||
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| Author | ||||
| Manal EL Mekebbaty | ||||
| Faculty of Commerce, Mansoura University | ||||
| Abstract | ||||
| In the airline industry, brand authenticity and Emotional brand attachment (EMA) are important constructs. This study aims to investigate a conceptual model displaying the brand authenticity effect on EMA using a multi-dimensional scale. The study proposed the moderating role of Brand Image in the proposed model by using Income and Education as Control variables. A structural equation modeling approach (SEM) by using WarpPLS 7 program was adapted to analyze the data collected from 320 Egypt Air customers working in the Arab Gulf region through a web survey by using Snowballing techniques. The findings indicate statistical support for all brand authenticity dimensions (Brand Heritage -Quality commitment- Uniqueness- Symbolism) on EMA. Brand Image enhances the influence of uniqueness on EMA. Brand image doesn’t enhance influence of three dimensions of brand authenticity (Brand Heritage -Quality commitment- Symbolism) on EMA. Overall, this study provides a theoretical and empirical contribution to the marketing literature, particularly in the customer attitude context. | ||||
| Keywords | ||||
| Brand Authenticity; Brand Image; Emotional Brand Attachment | ||||
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