Engaging customers through brand authenticity perceptions: The moderating role of self-congruence

In a quest to investigate whether perceptions of authenticity can engage consumers with brands, the present study examines the influence of perceived brand authenticity (PBA) on consumer brand engagement (CBE). Furthermore, the study explores the influence of CBE on consumers’ brand usage intention (BUI) and willingness to pay a price premium (WPP). Data were collected online from 380 brand users and examined using the structural equation...