The Influence of Brand Authenticity, Currency, and Personification on Customer Experience: A Path to Positive Brand Perception

A study is conducted which investigates the ways in which brand authenticity and currency collectively impact customer experience, as well as ultimately impacts brand perception; with trustworthiness and attractiveness as mediators. The objective of this research is to meet the need of a model which encompass the complexity of the brand experience in digitally evolving economies such as Pakistan. Previous research has mainly examined individual branding constructs separately, but not cooperatively, in the context of an experiential framework (Mohammad et al., 2024; Alshurideh et al., 2024). The existing branding and experiential theories are taken as a foundation and the subject of this study provides a full, empirically validated model of the symbolic and emotional character of the brand interaction. The research adopted a quantitative, cross sectional research design and analyzed it with PLS-SEM analysis. It collected the data of 350 consumers in Pakistan which are active on social media using structured questionnaires. It operationalized the constructs using scales derived from existing literature that had been previously validated. The structural model was tested with direct, mediating and moderating effects using Smart PLS, and internal consistency as measured by the assessment of the measurement model was confirmed with measurement model assessment. It was found that there is partial mediation of customer experience for the relationship between brand elements and brand perception, accounting for R² of 0.39, 0.49 and 0.20 of brand perception respectively. Brand perception had a strong impact, but when the appeal of the brand was removed, the impact was weak. The findings presented here are consistent with the earlier findings (Ponsignon & Holmqvist, 2023; Azemi et al., 2023) in terms of experience-centered and aesthetic branding being strategic. In terms of making a contribution to the literature, this research provides a localized and theory based digital branding framework. It also offers practical guidelines to the experience design and symbolic alignment to provide better customer brand relationship.