Firms strive hard to make their brands imbibed in consumers’ lives. Psychological brand ownership is one of the best ways to make consumers psychologically own the brand to generate favorable behavior. Thus, it becomes imperative for firms to know about the ways through which psychological brand ownership can be induced. To this end, the current study primarily examines perceived brand authenticity and social exclusion as the important antecedents to psychological brand ownership. In total 407 responses were collected through online mode. The results demonstrate that both perceived brand authenticity and social exclusion engender a sense of psychological brand ownership. In addition, the findings also lend support to positive word of mouth and purchase intentions as the outcomes of psychological brand ownership. The study presents some important implications to both academicians and practitioners.

企业努力使自己的品牌渗透到消费者的生活中。心理上的品牌所有权是使消费者从心理上拥有品牌以产生良好行为的最佳方法之一。因此，对于企业而言，必须了解可以诱导心理品牌所有权的方式。为此，当前的研究主要考察了感知到的品牌真实性和社会排斥性，这是心理上品牌所有权的重要先决条件。通过在线模式总共收集了407个响应。结果表明，感知到的品牌真实性和社会排斥性都产生了心理上的品牌所有权感。此外，这些发现还支持积极的口口相传和购买意愿，作为心理品牌所有权的结果。