Examining the relationships between brand authenticity, perceived value, and brand forgiveness: The role of cross-cultural happiness

Christina Papadopoulou, Merve Vardarsuyu, Pejvak Oghazi*

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review


Brand authenticity has attracted the growing attention of academics and practitioners for two decades. This study contributes to brand management literature by empirically investigating the impact of brand authenticity on purchase intentions through perceived value (functional, emotional, and social) and brand forgiveness using a 2 × 2 between- subjects experimental design with a sample of consumers from the UK and Turkey. The moderating role of cross-cultural happiness on the link between perceived value and brand forgiveness is also examined. Moderated mediation results demonstrate that brand authenticity positively affects brand forgiveness, and this effect is mediated by perceived value. In addition, cross-cultural happiness positively moderates the impact of perceived value on brand forgiveness. Findings further reveal a serial mediating effect of brand authenticity on purchase intentions via perceived value and brand forgiveness. This study has important theoretical implications and offers international brand and marketing managers practical insights.

Original languageEnglish
Article number114154
Peer-reviewed scientific journalJournal of Business Research
Publication statusPublished - 19.07.2023
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management

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