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The effect of brand authenticity on brand attachment and consumers’ sense of social distinction
Journal Title: MERCATI E COMPETITIVITÀ 
Author/s: Matteo Corciolani, Mariarita Santanelli 
Year:  2014 Issue: Language: Italian 
Pages:  23 Pg. 37-59 FullText PDF:  721 KB
DOI:  10.3280/MC2014-001003
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The authors analyse four different dimensions of the construct of authenticity (two types of indexicality and two types of iconicity) which are important in music consumption. Through an empirical research based on a sample of 233 respondents, they show that these dimensions play a significant role in the assessment of authenticity. Moreover, they provide evidences that these dimensions positively influence brand attachment and a sense of social distinction on the part of consumers. Finally, they show that product involvement moderate the relationships between indexicality and brand attachment, and between indexicality and social distinction. However, product involvement does not affect the relationships between iconicity and brand attachment, and between iconicity and social distinction.
Keywords: Consumer behaviour, authenticity, brand attachment, social distinction, product involvement, popular music

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Matteo Corciolani, Mariarita Santanelli, The effect of brand authenticity on brand attachment and consumers’ sense of social distinction in "MERCATI E COMPETITIVITÀ" 1/2014, pp. 37-59, DOI:10.3280/MC2014-001003

   

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