The impact of brand authenticity on brand attachment, brand loyalty, willingness to pay more, and forgiveness - For Chinese consumers of Korean cosmetic brands -

• DOI: 10.1016/j.heliyon.2024.e36030
• Publication Date: 2024-08-09T07:36:45Z
• Authors: Hui Sun; You-Yu Dai; Su-Sung Jeon; Rok Lee; Hongyun Wang; Xing Shi; Long Sun; Yan Wang
• Keywords: Brand Loyalty; Brand Community

Despite the corona-virus pandemic, Korean cosmetics maintain brand attachment in Chinese market. This study identifies critical influencing and outcome factors of within this consumer phenomenon. Specifically, it investigates relationship between consumers' perceived authenticity attachment, loyalty, willingness to pay a premium, forgiveness. To end, uses AMOS 21.0 analyze data collected through questionnaire, testing research model. The reveals several key findings. Firstly, assesses based on following five sub-factors: consistency, naturalness, originality, advertisement truthfulness, reliability. According assessment results, originality shows most significant impact, followed by reliability, naturalness. Furthermore, significantly enhances forgiveness toward brand. Higher levels lead increased loyalty. In addition, greater correlates with more for products towards