The purpose of this article is to analyse consumers’ attachment behaviour to a particular brand due to its perceived authenticity. The study aims to identify the relationship of brand authenticity with the consumers’ brand attachment behaviour in the presence of online brand communities (OBCs) built on social networking vehicles. The descriptive research was conducted on 354 Indian respondents and the findings were then analysed using SPSS 22.0 and AMOS 24.0. The analysis revealed that consumers’ brand attachment is fairly very high when the brand is perceived as genuine and authentic. Further, the relationship between brand authenticity and consumers’ brand attachment behaviour is moderated by the presence of OBCs. Therefore, companies should be attentive towards developing an authentic product in order to catch the consumers’ buying inclination and should consider to have their presence on communities and forums over social networking sites. This article is novel in the sense that it provides an understanding about the impact of perceived brand authenticity on brand attachment behaviour. Authenticity of the product articulates the consumers’ desire to discover meaning and purpose in their lives and is a process of living out one’s set of strongly held personal attachment with the brand.

中文翻译：

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品牌真实性和品牌依恋：基于社交网络工具的在线社区如何调节消费者的品牌依恋

本文的目的是分析由于特定品牌的真实性，消费者对特定品牌的依附行为。该研究旨在确定存在基于社交网络工具的在线品牌社区（OBC）的情况下，品牌真实性与消费者的品牌依恋行为之间的关系。描述性研究是对354位印度受访者进行的，然后使用SPSS 22.0和AMOS 24.0对发现进行了分析。分析显示，当品牌被认为是真实的和真实的时，消费者的品牌依恋度就很高。此外，OBC的存在减轻了品牌真实性和消费者品牌依恋行为之间的关系。所以，公司应专心于开发正品产品，以吸引消费者的购买意愿，并应考虑在社交网站上的社区和论坛中占有一席之地。本文从某种意义上讲是新颖的，它可以使您理解感知到的品牌真实性对品牌依恋行为的影响。产品的真实性表达了消费者渴望在生活中发现意义和目的的愿望，并且是使消费者对品牌拥有强烈的个人依恋感的过程。