The Advertising Appeal of Genuinuity
The study explores how brands can differentiate from brand puffery through the use of brand genuinuity appeals to improve consumer perceptions and purchase intention. A scale measuring consumers’ attitudes towards the brand’s genuinuity was developed and validated. The main study involved a 3x2 fact...
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| Format: | Thesis |
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Curtin University
2021
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| Online Access: | http://hdl.handle.net/20.500.11937/85766 |
| Summary: | The study explores how brands can differentiate from brand puffery through the use of brand genuinuity appeals to improve consumer perceptions and purchase intention. A scale measuring consumers’ attitudes towards the brand’s genuinuity was developed and validated. The main study involved a 3x2 factorial design, exploring brand genuinuity appeals in a luxury automotive (tangible) and a luxury hotel (intangible) context. Results showed the importance of brand genuinuity and provided important insights for academics and practitioners. |
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