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The Impact of Brand Authenticity on Brand Experience with the Mediating Role of Perceived Quality Among Men's Apparel Brand Customers
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Majid Mousapour *   |
| M.Sc. in Business Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Kurdistan, Iran |
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Abstract: (50 Views) |
| Branding is one of the most fundamental aspects of achieving commercial brand success. A brand represents a guarantee, a trusted relationship, and a promise to consumers. The aim of this study was to examine the impact of brand authenticity on brand experience, incorporating the mediating role of perceived quality among customers of men's apparel brands. Statistical processing of data was conducted at the descriptive level using SPSS software and at the inferential level using Structural Equation Modeling (SEM) via SmartPLS (version 4). The research method is applied and descriptive-survey in nature, employing convenience sampling to collect data from customers of men's clothing brands in the cities of Sanandaj and Tehran. The measurement instrument was a standardized questionnaire that was finalized following revisions and expert input from university professors. The reliability and validity of the questionnaire were evaluated and confirmed using Cronbach's alpha, composite reliability (CR), and convergent and discriminant validity. The findings from the research and inferential hypothesis testing demonstrated that brand authenticity significantly impacts both brand experience and perceived quality. Additionally, perceived quality positively influences brand experience, although perceived quality does not moderate (mediate) the relationship between brand authenticity and brand experience. |
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| Keywords: Brand, Brand Authenticity, Brand Experience, Men's Apparel |
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Full-Text [PDF 1115 kb]
(33 Downloads)
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Type of Study: Research |
Subject:
General
Received: 2025/03/4 | Accepted: 2025/04/12 | Published: 2025/04/19
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