RELATIONSHIP BETWEEN BRAND AUTHENTICITY, BRAND TRUST AND BRAND EXPERIENCE TOWARDS BRAND SATISFACTION

Abstract

Businesses use branding as a marketing strategy to differentiate their goods from competing goods. It's especially important for small marketing gurus that lack the same advertising resources as their bigger rivals.The study examine the relationship between brand authenticity, brand trust and brand experience towards brand satisfaction. Automobile users made up the study's sample. A convenient sampling technique was used to identify every participant. The distribution of the survey forms took either in person or offline. 500 of the 680 survey forms that were handed out had complete and accurate responses from the respondents, representing a response rate of 83.3%. The measurement of sample size adequacy is one of the conditions for PLS-SEM. A 500-person sample is utilized.The reality that brand experience and brand trust in the current study serve as a mediating factor in the link between brand satisfaction and brand authenticity is also a commendable finding. The current study has limitations. First off, the only elements that may have an impact on brand satisfaction are brand trust, brand experience, and authenticity. The additional factors that can affect brand satisfaction may be of interest to future study.