The Effect of Brand Authenticity on Brand Love in the Turkish Mobile Phone Market: The Moderating Role of Brand Image

Brand authenticity is increasingly recognized as a crucial driver of brand love, fostering customer loyalty and enhancing repurchase intentions. However, the relationships between brand authenticity, brand love, and repurchase intention have not been sufficiently explained, particularly when considering the moderating role of brand image. This study examines the impact of brand authenticity on brand love by considering four sub-dimensions—quality commitment, brand heritage, originality, and sincerity—and explores how brand love influences repurchase intention. Furthermore, it investigates the moderating role of brand image in these relationships. Data was collected from 321 participants aged 18 and older who own mobile phones, and the analysis was conducted using partial least squares structural equation modeling (PLS-SEM). The findings reveal that all dimensions of brand authenticity significantly impact brand love, and brand love significantly enhances repurchase intention. Brand image moderates the effects of quality commitment and originality on brand love, as well as the relationship between brand love and repurchase intention. In contrast, no moderation was observed for brand heritage and sincerity. This study contributes to the literature by clarifying the nuanced interplay between brand authenticity, brand love, and brand image, offering valuable implications for theory and practice.