Measuring the Effects of Brand Authenticity Dimensions on Word-Of-Mouth Marketing Via Brand Image Using Structural Equation Modeling
Erkan YILDIZ, Ph.D; Elif ÜLKER-DEMİREL, Ph.D.

Abstract
As it is an intensive information flow against consumers and mostly similar messages belonging to similar products are sent in our day, consumers tend to question the existing ones and they tend to buy the products that can be differentiated from others and that can offer authentic values. In this study, it is aimed to examine authenticity concept from the marketing point-of-view and to examine the effects of it on word of mouth marketing through the brand image. Data was collected from 415 valid surveys about computer brands and structural equation modeling was used for the data analysis. As a result, it is observed that the brands offering different experiences, being honest, giving reliable promises and keeping them, shape the brand preferences of consumers significantly. Moreover, it can be expressed that consumers tend to share the brands which they perceive as authentic with their friends and they recommend them.

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