JCARM Journal of Contemporary Academic Research and Methodologies JCARM 3139-7247 Ivory and Finch Publishers 10.5281/zenodo.21300313 JCARM_JUN_26_070 Review Article Brand Authenticity Perspective: Strategic Approaches for Building Loyalty David Aondoaseer Tyoban Department of Commerce, School of Business and Economics, Daystar University Kenya fabdave@gmail.com 10 07 2026 1 5

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

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