Perceived Brand Authenticity as the Answer to Global Crises

• Authors: Magdalena Grębosz-Krawczyk

Title variants

PL

Postrzegana autentyczność marki odpowiedzi na współczesne kryzysy

Abstracts

PL

Cel: celem artykułu jest ocena wpływu postrzeganej autentyczności marki i jej różnych wymiarów na wybór marki przez młodych konsumentów. Metodologia: w badaniu przeprowadzonym w grudniu 2022 roku, w którym uczestniczyło 180 młodych polskich respondentów z województwa łódzkiego, zastosowano eksperyment. Wyniki: wyniki badań potwierdzają, że postrzegana autentyczność marki pozytywnie wpływa na wybór marki w przypadku młodych konsumentów, także w przypadku zastosowania wyższej ceny. Najważniejszym wymiarem PBA w przypadku wody mineralnej jest naturalność marki. Badanie wykazało również, że pochodzenie marki może zwiększyć jej postrzeganą autentyczność. Ograniczenia/implikacje badawcze: próba badawcza była ograniczona do młodych konsumentów, a badane marki reprezentowały tylko jedną kategorię produktów. Oryginalność/wartość: dla marki reprezentującej sektor spożywczy zidentyfikowano kluczowe wymiary postrzeganej autentyczności marki, ważne z perspektywy młodych polskich konsumentów.

EN

Purpose: The aim of the article is to assess the impact of perceived brand authenticity and its different dimensions on the brand choice of young consumers. Design/methodology/approach: The experiment was applied in the study. A sample of 180 Polish young respondents from Lodz region participated in the study in December 2022. Findings: The research results confirm that perceived brand authenticity positively affects the brand choice in case of young consumers, even if a higher price is applied. The most important PBA dimension in the case of mineral water is the brand naturalness. The study also proved that the brand origin can increase the perceived brand authenticity. Research limitations/implications: The sample is limited to young consumers and the studied brands represent only 1 category of products. Originality/value: The key dimensions of perceived brand authenticity important for young Polish consumers were identified for the brand representing the food sector.

Keywords

EN

authentic brand; perceived brand authenticity; brand origin; young consumer

PL

marka autentyczna; postrzegana autentyczność marki; pochodzenie marki; młody konsument

• Publisher: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
• Journal: European Management Studies
• Year: 2023
• Volume: 21
• Issue: 3
• Pages: 4-17

Dates

published

2023

Contributors

author

Magdalena Grębosz-Krawczyk

• Lodz University of Technology

• https://orcid.org/0000000183392270

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Identifiers

DOI

10.7172/2956-7602.101.1

Biblioteka Nauki

26441677