The effect of perception of brand authenticity on brand engagement and willingness to pay premium by consumers (case: Sahar food industry brand)

Articles in Press

Document Type : Original Article

Authors

1 Department of management, Faculty of Literature and Humanities, Malayer University, Malayer, Iran

2 Department of Management, Faculty of Humanities, Malayer University, Malayer, Iran

10.22034/cbsj.2025.140543.2655

Abstract

This research was conducted to investigate the effect of the perception of brand authenticity on brand engagement and willingness to pay a premium for the Sahar food industry brand. The statistical population of this research included all customers of Sahar food industry products who used these products of this company at least once in the past year. The results showed that the validity of the perception of brand authenticity is related to brand engagement, the continuity of the perception of brand authenticity is directly related to the engagement with the brand, and the integrity of the perception of brand authenticity is related to brand engagement., the symbol of the perception of brand authenticity on brand engagement, the validity of the perception of brand authenticity on the willingness to pay a premium, the continuity of the perception of brand authenticity directly on the willingness to pay a premium, the integration of the perception of brand authenticity on the willingness to pay a premium, the symbol of the perception of Brand authenticity affects the willingness to pay a premium, brand engagement has an effect on willingness to pay a premium, perception of brand authenticity directly affects the willingness to pay a premium, and perception of brand authenticity has an effect on brand engagement, and blending with the variable brand influences the willingness to pay a premium. It explains, also the perception of brand authenticity affects the willingness to pay a premium indirectly and with the mediating role of engagement with the brand.

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Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 22 September 2026

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