Abstract:
This dissertation explores the impact of brand authenticity on consumer behaviour within the outdoor apparel industry, characterized by a rapid growth and fusion with fashion trends. The study is motivated by the increasing relevance of authenticity in shaping consumer preferences, trust, and loyalty in a competitive market. By combining an extensive literature review and empirical analysis of eight prominent outdoor brands - The North Face, Salomon, Salewa, Arc'teryx, Patagonia, Adidas Terrex, Nike Trail, and Columbia - the research aims to uncover how perceived authenticity influences consumer outcomes such as purchase intention, brand advocacy, and brand trust.
The research employs quantitative methodologies, including multiple and logistic regressions, to examine the relationships between authenticity and consumer behaviours. Key findings highlight that brand authenticity significantly enhances brand trust, advocacy, and purchase intention, with notable variations among the studied brands. The study also examines moderating factors such as the role of digital channels and consumer demographics, particularly age, in shaping authenticity perceptions.
This dissertation wants to be a deep dive into the concept of brand authenticity and the outdoors world, peeling the onion of what the meaning of authenticity is and eventually being able to provide some practical guidance for brands and managers of the industry who want and have to build stronger connections with their customers. At its core, the work wants to show the critical importance of aligning a brand's values and positioning with the expectations and preferences of its target consumers. When the brands manage to achieve this alignment in the dynamic outdoor apparel industry, it could foster greater customer loyalty and drive lasting commercial success.
