Effect of Brand Authenticity on Brand Trust: A Research on Mobile Phones

Abstract

Purpose – This study aims to determine the probable effects of brand authenticity on brand trust considering the brands of mobile phones used by the consumers.

Design/methodology/approach –  In the study, the method of data collection through online survey conducted on May-June 2021 for consumers has been used and 500 surveys have been submitted, however, 30 surveys with mistakes or missing parts have been taken out of the classification and the results have been assessed on 470 surveys in total. Convenience sampling method has been used in the study. Structural model has been tested by partial least squares method in the analysis of the study.

Findings –  It has been detected in line with the results obtained that brand authenticity has a direct and positive effect on brand trust. In addition, probable effects of brand authenticity dimensions on brand trust have been tested individually. In line with the results, it has been observed that brand authenticity dimensions (continuity, originality, naturalness and reliability) have direct and positive effects on brand trust and the research hypotheses have been accepted.

Discussions – Brand authenticity and brand trust have been studied in the context of mobile phone brands used by the consumers and the results have been discussed.