Authors:
Ni Made Eka Mahadewi, P.S. Venkateswaran, V. Pradeep
Addresses:
Department of Tourism, Bali Tourism Polytechnic, Kabupaten Badung, Bali, Indonesia, eka.mahadewi@gmail.com.Department of Management, PSNA College of Engineering and Technology, Dindigul, Tamil Nadu. India, venkatespsna07@psnacet.edu.in.com. Department of Business Administration, Dhaanish Ahmed College of Engineering, Chennai, Tamil Nadu, India, pradeep@dhaanishcollege.in.
Abstract:
This study investigates the development of metrics for assessing brand authenticity and consumer confidence, focusing on the intricate relationships between brand messaging, alignment with consumer values, and stakeholder engagement. Employing correlation and regression analyses, the research reveals significant insights into how these factors contribute to consumer perceptions of brand authenticity. Findings indicate that alignment with consumer values is the strongest predictor of stakeholder confidence, underscoring brands' need to resonate deeply with their target audience's expectations and beliefs. Additionally, brand messaging significantly influences consumer confidence, emphasizing the importance of clear and consistent communication that reflects the brand's core values. In contrast, the analysis suggests that company transparency, while essential, does not independently drive engagement, indicating that transparency must be integrated with other strategies to be effective. These results highlight that brands must prioritize understanding consumer values and adapting strategies to enhance authenticity. By fostering meaningful connections through value alignment and effective messaging, brands can cultivate consumer trust and loyalty. This research provides actionable insights for practitioners seeking to strengthen consumer relationships and drive brand loyalty in an increasingly competitive marketplace, paving the way for future studies on brand authenticity dynamics.
Keywords: Brand Authenticity; Consumer Confidence; Stakeholder Engagement; Brand Messaging; Value Alignment and Transparency; Consumer Trust; Brand Loyalty.
Received: 05/02/2024, Revised: 12/04/2024, Accepted: 29/05/2024, Published: 03/09/2024
AVE Trends in Intelligent Social Letters, 2024 Vol. 1 No. 3 , Pages: 113-122