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Review Article

Brand Authenticity Perspective: Strategic Approaches for Building Loyalty

Tyoban David Aondoaseer

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Tyoban David Aondoaseer Corresponding Author

Department of Commerce, School of Business and Economics, Daystar University Kenya

Correspondence: fabdave@gmail.com

Received
17 Jun 2026
Published
10 Jul 2026

Abstract

This article examines the loyalty derived from the use of a brand by customers spanning from the continuous use and utilization of authentic brands on account of the associated value derived from a brand use. The willingness to purchase or recommend a brand is a function continuity, credibility, integrity and symbolism backed by cognitive, affective, conative and behavioral loyalty dimensions. The study concludes that brand authenticity possesses significant direct effect on brand loyalty. Summarily, the need for a brand to stand out from competition, such brand should be capable of offering more reliable promises and stay loyal to them

Keywords: Brand Authenticity, Brand Loyalty, Consumer Behavior, Brand Credibility, Relationship Marketing.

How to Cite

APA

Aondoaseer, T. D. (2026). Brand Authenticity Perspective: Strategic Approaches for Building Loyalty. Journal of Contemporary Academic Research and Methodologies, 1(5). https://doi.org/10.5281/zenodo.21300313

MLA

Aondoaseer, Tyoban David. "Brand Authenticity Perspective: Strategic Approaches for Building Loyalty." Journal of Contemporary Academic Research and Methodologies, vol. 1, no. 5, 2026. DOI: https://doi.org/10.5281/zenodo.21300313

Chicago

Aondoaseer, Tyoban David. "Brand Authenticity Perspective: Strategic Approaches for Building Loyalty." Journal of Contemporary Academic Research and Methodologies 1, no. 5 (2026). https://doi.org/10.5281/zenodo.21300313

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ISSN 3139-7247
Tracking ID JCARM_JUN_26_070
Article No. 036
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Article Info
Journal JCARM
Volume Vol 1, No 5
Year 2026
Type Review Article
Licence CC BY-NC-SA 4.0
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