Thesis (M.Sc.) - Cairo University - Faculty of Commerce English Section - Department of Business Administration

This study explores the antecedents of brand authenticity (brand nostalgia, social commitment, brand clarity, brand longevity, brand sincerity, brand legitimacy, quality commitment, and brand nationalism) as well as the effect of brand authenticity on purchase intentions of Egyptian consumers for certain Egyptian brands (Kaha, Corona, Mobaco, Mifco Helwan). The four brands represent different products types (utilitarian and hedonic) in different industries (food, fashion, and furniture). The study introduces a model which examines the relationship between the previously mentioned antecedents and purchase intentions, mediated by brand authenticity to provide insights for brand managers of Egyptian brands on how to enhance their authenticity perceptions and purchase intentions.The study contributes to the current literature by examining brand authenticity in both utilitarian and hedonic contexts. The present study captures a broad range of variables that are of relevance to authenticity to provide a comprehensive understanding of brand authenticity which is absent in the marketing literature.A descriptive, conclusive (single cross-sectional) research was employed. A questionnaire was used for collecting data from 425 Egyptian consumers. Confirmatory factors analysis was used to test validity of the scales. Structural Equation Modeling was employed to test the research hypotheses

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