Purpose This paper investigates consumer perceptions of brand authenticity (BA), perceived value (PV) and brand trust (BT) into the context of craft beer market. The purpose of this paper is to examine the statistical associations between these constructs as well as the three antecedents of BA: individuality, consistency and continuity. Design/methodology/approach The survey, delivered in an online format, was completed by 749 respondents from the USA. These respondents were gained through a basic simple random sampling technique. After conducting data analysis techniques such as reliability, correlation and regression, all five research hypotheses were accepted. Findings All three antecedents of BA were found to have significant influence on the first-order construct. Also, BA was shown to have a substantial effect on both PV and BT. The relationship between brand individuality and BA was the most significant of the five, while the association between BA and PV was found to be the least significant. Originality/value Prior research on BA, the majority of which has involved a qualitative approach, has been severely limited. The authors’ work deepens the study of the effects of BA, or its various antecedents, on PV and BT, enhancing the research with an empirical, quantitative analysis. In addition to the shortage of investigation related to these factors, there has been a nearly complete absence of the application of these variables to the craft beer market.

中文翻译：

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品牌真实性导致感知价值和品牌信任

目的本文研究精酿啤酒市场中消费者对品牌真实性（BA），感知价值（PV）和品牌信任（BT）的看法。本文的目的是检验这些结构以及BA的三个先决条件之间的统计联系：个性，一致性和连续性。设计/方法/方法该调查以在线格式进行，由来自美国的749位受访者完成。这些受访者是通过基本的简单随机抽样技术获得的。在进行了可靠性，相关性和回归等数据分析技术之后，所有五个研究假设均被接受。结果发现BA的所有三个先例对一阶结构都有重要影响。同样，BA被证明对PV和BT都有重要影响。品牌个性与BA之间的关系是这五个关系中最重要的，而BA与PV之间的关系却是最不重要的。原创性/价值先前对BA的研究受到严重限制，其中大多数研究涉及定性方法。作者的工作加深了对BA或其各种前体对PV和BT的影响的研究，并通过实证，定量分析来加强研究。除了缺乏与这些因素有关的调查之外，几乎完全没有将这些变量应用于精酿啤酒市场。其中大多数涉及定性方法，因此受到了严重限制。作者的工作加深了对BA或其各种前体对PV和BT的影响的研究，并通过实证，定量分析来加强研究。除了缺乏与这些因素相关的研究之外，几乎完全没有将这些变量应用于精酿啤酒市场。其中大多数涉及定性方法，因此受到了严重限制。作者的工作加深了对BA或其各种前体对PV和BT的影响的研究，并通过实证，定量分析来加强研究。除了缺乏与这些因素有关的调查之外，几乎完全没有将这些变量应用于精酿啤酒市场。