The impact of Brand Authenticity on Brand Attachment in the Food Industry

Purpose – The purpose of this paper is to investigate the impact of brand authenticity on brandattachment and subsequently on consumer behaviour related to food brands.Design/methodology/approach – Results are derived from primary data collected from a consumersample in Greece. Respondents rate their brand authenticity and brand attachment for two wellestablished authentic Greek brands in the food industry.Findings – The study confirms that brand authenticity predicts the brand attachment, while brandattachment influences consumers purchase intentions, willingness to pay more and promote the brand.Practical implications – The benefits of brand authenticity should not be ignored and should beprotected by the brand managers of food brands because it can be the one of the competitiveadvantages that can be leveraged in the competitive food industry sector.Originality/value – It provides the required empirical support for the impact of brand authenticity onbrand attachment and behavioural intentions in the food industry