The Impact of Brand Authenticity on Brand Relationship Quality: The Moderating Role of Brand Involvement (Evidence from Bank Saderat Iran)

The banking industry increasingly relies on effective relationship management strategies to sustain long-term customer loyalty, among which brand authenticity plays a central role. Accordingly, this study investigates the impact of brand authenticity on brand relationship quality, emphasizing the moderating role of brand involvement, using evidence from Bank Saderat Iran. The statistical population consists of employees of Bank Saderat in Tehran Province, from which a sample of ۳۸۵ respondents was selected using cluster sampling. Data were collected through a standardized questionnaire comprising ۴۳ items. Structural equation modeling (SEM) was employed to analyze the proposed conceptual model and examine the relationships among the research variables. The findings reveal that brand heritage, brand nostalgia, brand clarity, and social commitment have direct and significant effects on brand authenticity. Moreover, brand authenticity exerts a strong and positive influence on brand relationship quality. In addition, brand involvement significantly moderates the relationship between brand authenticity and brand relationship quality, strengthening this association at higher levels of involvement. These results highlight the strategic importance of fostering authentic brand practices to enhance relationship quality in the banking industry.

کلیدواژه ها:

Brand authenticity ، Brand relationship quality ، banking industry ، Brand Involvement ، Brand heritage ، Brand nostalgia ، Brand clarity ، Social commitment