نمونه ترجمه تخصصی بازاریابی درباره اصالت برند در رفتار خرید آنلاین با تاکید بر دلبستگی به برند

The concept of brand authenticity in online shopping behavior with an emphasize on brand attachment

People are exposed to a wide range of advertisements for products and services every day. Wining more customer share is the main concern and priority of brand managers (Chen, 2014). Given the diversity of brands, customers look for authentic brands to meet their internal and external needs (Dorren, 2012). Studies have shown that among different ideas for branding, customers pay more attention to brand authenticity. However, what is the concept of authenticity? What does it mean being authentic and having credentials for a brand? The easiest way to answer this is to assume a brand as an individual. An individual is considered authentic when their character and works are seen as genuine and matched with society’s norms. The same is true for brands. Almost every brand has a specific goal that is beyond profiting and expresses the reason for existence of the brand (Holt, 2004). Yemon Sink explains this in his book “beginning by the way.” He writes that rather than buying what you do, people buy why you do. Decisions are made by the limbic system of the brain so that the pre-logic section, that is affected by feelings, is in charge of the sense of trust and loyalty. Therefore, when the motivation of an authentic brand (the reason for its activity) is the same as its main objective, it matches with the primary motivation of many of its customers (Beverland, 2005). According to Sink, successful firms make sure to express the “why” for their work in the messages they sent to customers. The “why” is the most internal element in a brand message and the main statement that distinguishes the value of a brand. The “why” is the starting point and the final measure of authenticity and credentials of a brand. A brand is considered authentic and creditable when every contact points of a brand are based on its main goal (the main “why”) (Molleda, 2010). Brand authenticity in long-term results in saving costs and maximizing profit through brand-customer relationship. The point is that authenticity should be real. A brand can pose to be authentic before its customers; however, this might backfire when they find the inconsistency with the claim principles (Postrel 2005). On the other hand, introduction of the Internet into the everyday life has created fundamental changes in peoples’ shopping style. It is notable that online shopping behavior, like traditional shopping behavior, is rooted in a set of cultural, social, personal, and psychological factors. Over the past years, researchers have studied online shopping behaviors and designed different models of online shopping behavior by identifying the factors (Girl, 2008). The growth rate of online shopping over the past few years is staggering; for instance, more that 70% of the population in the Netherlands purchased services and goods online in 2018 (Lee, 2015). Therefore, it is imperative for online stores to pay more attention to the interests and taste of online shoppers. They need to fill customers’ online shopping carts with authentic brands preferred by the customer and have a better evaluation of the shoppers’ behavior (Geng Shen, 2013). Given the above introduction and the literature gap, one may say that brand authenticity has not received the attention it merits by research works in this field. Therefore, the main problem that the present paper tries to answer is what are the backgrounds and consequences that affect brand authenticity in online shopping behavior? The author tries to introduce a scientific model for theoretical and applied studies on the study population.