In a quest to investigate whether perceptions of authenticity can engage consumers with brands, the present study examines the influence of perceived brand authenticity (PBA) on consumer brand engagement (CBE). Furthermore, the study explores the influence of CBE on consumers’ brand usage intention (BUI) and willingness to pay a price premium (WPP). Data were collected online from 380 brand users and examined using the structural equation modelling (SEM) technique. The results reveal that PBA’s continuity, credibility, and integrity dimensions positively influence CBE, further influencing BUI and WPP. Moreover, multi-group moderation analysis reveals that statistically significant differences exist in the path estimates for ‘high self-congruence’ and ‘low self-congruence’ consumer groups, thus confirming the moderating role of self-congruence. Finally, the study concludes with an overview of the implications followed by the crucial limitations and directions for future research.

为了调查对真实性的看法是否可以让消费者与品牌互动，本研究考察了感知品牌真实性 (PBA) 对消费者品牌参与度 (CBE) 的影响。此外，该研究探讨了 CBE 对消费者品牌使用意愿 (BUI) 和支付溢价意愿 (WPP) 的影响。数据是从 380 个品牌用户在线收集的，并使用结构方程模型 (SEM) 技术进行检查。结果表明，PBA 的连续性、可信度和完整性维度对 CBE 产生积极影响，进一步影响 BUI 和 WPP。此外，多组调节分析表明，“高自我一致性”和“低自我一致性”消费群体的路径估计存在统计学上的显着差异，从而证实了自我一致性的调节作用。