How To Affect Brand Attitude With Authenticity In Advertising

• Main Authors: Yun-Chia Tang, Hung-Chang Chiu
• Format: Text
• Language: English
• Published: Zenodo 2015
• Subjects: Advertising; authenticity; emotion; personality traits.; Arctic; Canada; Chalmers; Ewing; Gardner; Martin House; Pedersen; Petty; Shelton; Spence; Westport
• Online Access: https://dx.doi.org/10.5281/zenodo.1107017; https://zenodo.org/record/1107017

Authenticity in advertising is the cornerstone of modern marketing. Despite research advances related to the role of authenticity in marketing, it remains unclear why customers respond to authentic brand stories. The results show that different personality traits will moderate the influence of diffe...