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...
| Main Author: | |
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| Format: | Thesis |
| Published: |
Curtin University
2021
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| Online Access: | http://hdl.handle.net/20.500.11937/85766 |
| _version_ | 1848764770269790208 |
|---|---|
| author | ‘t Hart, Brian |
| author_facet | ‘t Hart, Brian |
| author_sort | ‘t Hart, Brian |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T11:24:38Z |
| format | Thesis |
| id | curtin-20.500.11937-85766 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:24:38Z |
| publishDate | 2021 |
| publisher | Curtin University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-857662023-10-06T03:20:12Z The Advertising Appeal of Genuinuity ‘t Hart, Brian 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. 2021 Thesis http://hdl.handle.net/20.500.11937/85766 Curtin University fulltext |
| spellingShingle | ‘t Hart, Brian The Advertising Appeal of Genuinuity |
| title | The Advertising Appeal of Genuinuity |
| title_full | The Advertising Appeal of Genuinuity |
| title_fullStr | The Advertising Appeal of Genuinuity |
| title_full_unstemmed | The Advertising Appeal of Genuinuity |
| title_short | The Advertising Appeal of Genuinuity |
| title_sort | advertising appeal of genuinuity |
| url | http://hdl.handle.net/20.500.11937/85766 |