Celebrity Human Brand Authenticity A Predictor in Brand Love

Mahdi Aliyari

doi:10.63053/ijmea.67

Authors

Mahdi Aliyari Department of Management, Department of Business Management, Islamic Azad University, Central Tehran Branch, Iran

DOI:

https://doi.org/10.63053/ijmea.67

Keywords:

Brand Authenticity - Celebrities - Love for Brand

Abstract

Due to the global economic crisis and its continuation and the distrust caused by this crisis, brand authenticity has become doubly important. This distrust of organizations has been strongly caused by the mismatch between the stated goals of the organization and the values, actions, and achievements. In the past decades, researchers have tried to discover the relationship between the commercial and strategic successes of the market and the brand. Brand authenticity is one of the factors that can make a significant contribution to the These successes. The purpose of this study is the authenticity of the human brand of celebrities, a predictor of brand love, the statistics of people following home appliance brands that are used through social networks and famous bloggers. The results showed that brands are also dependent on their authenticity, and customers often perceive advertising to promote a brand as cunning, exaggerated, misleading, and blatantly deceptive. But authentic brands define values that direct the brand's behaviors and reactions in the market and have a great impact on the customer's view of the brand, which will result in increasing customer trust and leading firms and companies to business success.

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