The Empirical Study Of The Impact Of Brand Authenticity On Brand Evangelism—The Influence Of Brand Identity And Environmental Protection Self-accountability

In the environment with increasing homogenization of products and marketing deluge,consumers are increasingly advocating actual individual consumption patterns,they hope to find self-authenticity by purchasing the real brand.However,a number of "false authenticity brand" decline in consumer perception of the brand of authenticity.The popularity of buzz words such as "I could drink fake wine","I could see the fake Terra-Cotta Warriors” is the portrayal of the questioned the authenticity of products or brands.Consumers began to pay attention to brand's " true or false”.From existing literature,the studies of brand authenticity focus on the concept,measurement,qualitative and the forming mechanism,outcome variables study is insufficient.Hence,it's meaningful to understand how consumers choose the real green brands in the catering market,recognize consumers' criteria for brand authenticity and other considered external factors in choosing Green brands.At the same time,management practitioners look upon Brand Authenticity as the key factor of competitive advantage of enterprises and a panacea of brand development.Based on the previous research,the scope of this paper is Green Brand of domestic catering,a model of interaction of Brand authenticity,Brand Evangelism,Brand Identity,and Environmental Protection Self-accountability is presented.The results show: First,Brand Authenticity(three dimensions of Brand Authenticity—Continuity,Originality and Naturalness)has a positive effect on Brand Evangelism,Reliability has always been no significant.Second,the Brand Identity plays a significant intermediary role in the impact of Continuity,Originality and Naturalness to Brand Evangelism.Third,Environmental Protection Self-accountability only has an adjustment function in the process of Continuity,Naturalness and Brand Evangelism.These conclusions are helpful to understand the influence of Green Brand Authenticity mechanism,expanding to catering green brand field.For enterprises who want to create Green brands in domestic catering,constant pursuit of quality,creativity,self-unique style,only sticking to natural health green,not to deceive consumers,credit management can improve the consumer perception of brand authenticity and brand recognition,and build sustainable competitive advantage of green brand.