The Advertising Appeal of Genuinuity

Abstract

The study explores how brands can differentiate from brand puffery through the use of brand genuinuity appeals to improve consumer perceptions and purchase intention. A scale measuring consumers’ attitudes towards the brand’s genuinuity was developed and validated. The main study involved a 3x2 factorial design, exploring brand genuinuity appeals in a luxury automotive (tangible) and a luxury hotel (intangible) context. Results showed the importance of brand genuinuity and provided important insights for academics and practitioners.