Abstract

ECHEVERRIA-RIOS, Osiris María; MEDINA-QUINTERO, José Melchor  and  ABREGO-ALMAZAN, Demian. Brand authenticity, its effect on brand image and reputation of beer products in Mexico. estud.gerenc. [online]. 2021, vol.37, n.160, pp.364-374.  Epub May 25, 2021. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2021.160.3966.

Brand authenticity has become a relevant aspect for the consumer; therefore, the purpose of the study was to determine its influence on the brand image and reputation of beer products. To this, a questionnaire was applied to 200 consumers in the Northeast region of Mexico. Data analysis was through structural equations and categorical moderation with the partial least squares technique. The results indicate that authenticity-commitment to quality and authenticity-sincerity affect brand image and reputation; in contrast, authenticity-heritage does not influence brand image or reputation. Categorical restraint points to differences in sex in terms of authenticity-heritage and reputation.

Keywords : authenticity; image; brand; beer.

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