Brand authenticity with Gen Z
Miss Veenashree
Department of Management Studies, Dayananda Sagar College of Engineering.
stbbaveenashree@gmail.com
ORCID ID:
Prof. Dr shreevamshi
Associate Professor
Department of Management Studies, Dayananda Sagar College of Engineering
shreevamshi-mba@dayanandasagar.edu
Abstract
In today’s digital landscape, brand authenticity significantly shapes consumer-brand relationships, especially among Generation Z (Gen Z)—a cohort born between the mid-1990s and early 2010s, known for digital fluency and demand for meaningful brand engagement. This paper explores perceived brand authenticity as a dependent variable influenced by brand advocacy (independent variable), with brand authenticity acting as a mediator, alongside brand trust, social media engagement, and emotional brand attachment.
Brand advocacy, defined as active consumer endorsement, strengthens perceived authenticity when rooted in shared values rather than superficial promotion. Gen Z values genuine recommendations that reflect real experiences and ethical alignment. Brand authenticity mediates the link between advocacy and perception, encompassing transparency, consistency, and sincerity. For Gen Z, brands that embody purpose-driven missions and honest communication are more likely to be seen as authentic.
Brand trust reinforces authenticity by validating brand intentions through reliability, ethical conduct, and transparent practices. Gen Z, especially concerned with social issues and privacy, trusts brands that reflect their values. Social media engagement also shapes authenticity by enabling real-time, participatory interaction. Brands that engage openly and responsively on these platforms humanize their identity and gain credibility.
Emotional brand attachment further deepens authenticity through affective bonds formed via personalized experiences, shared ideals, and storytelling. These connections embed the brand within the consumer’s self-identity.
Together, these interrelated factors illustrate how Gen Z perceives authenticity. Brands must foster sincere advocacy, build trust, engage transparently on social media, and nurture emotional connections to sustain authentic relationships with this critical demographic.
Keywords
Brand Authenticity, Generation Z, Brand Engagement, Brand Advocacy, Consumer Trust, Emotional Brand Attachment, Social Media Engagement, Market Positioning
