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How Brand Marketing Communications Affect Brand Authenticity for Fast-Moving Consumer Goods

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 337))

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Abstract

The research examines how consumer perceptions of brand marketing communications influence brand authenticity. During the COVID-19 outbreak, most industries experienced the negative consequences of the pandemic. However, the FMCG market in Indonesia continues to grow and is not negatively affected by the pandemic. One example is the increase in milk purchases which can be seen from the panic buying phenomenon of a milk brand in 2021. People aggressively buy milk products because they believe that the product can cure COVID-19. Hence, the authors chose a specific milk brand as the object of research. The authors investigated the direct effects of brand marketing communication on brand authenticity as well as the mediating effects of clarity of positioning. In addition, the authors analyze by controlling other marketing mix variables. This research uses a quantitative approach with a total of 326 respondents. The data is analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results of this study imply that there is a direct positive influence from brand marketing communications and an indirect influence through the clarity of positioning that can affect brand authenticity. Then, from all marketing mix variables, only brand satisfaction, price deals, and price images show the effect on brand authenticity.

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  1. Universitas Indonesia, Jakarta, 16464, Indonesia

    Novalia Mediarki & Yeshika Alversia

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  1. Novalia Mediarki
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  2. Yeshika Alversia
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Correspondence to Yeshika Alversia .

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  1. University of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  2. FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  3. University of Santiago de Compostela, Santiago de Compostela, Spain

    José Antonio Varela González

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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Mediarki, N., Alversia, Y. (2023). How Brand Marketing Communications Affect Brand Authenticity for Fast-Moving Consumer Goods. In: Reis, J.L., Peter, M.K., Varela González, J.A., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 337. Springer, Singapore. https://doi.org/10.1007/978-981-19-9099-1_20

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