Exploring the impact of authenticity of foreign brands on host country consumers’ purchase behaviors: the mediating role of brand legitimacy

Purpose Although authenticity is regarded as a crucial factor in promoting the international marketing of brands, the lack of a precise understanding of authenticity may lead to certain negative effects in its practical application. This paper aims to clarify the components of foreign brand authenticity and investigate their impact on brand trust and repurchase intentions of host country consumers. Design/methodology/approach This study employed a survey method to collect data from consumers in China and the United States. Subsequently, the data were analyzed using structural equation modeling. Findings Foreign brand authenticity is reflected in three key elements: brand quality, brand identity expressiveness and country image, all of which positively influence brand trust and repurchase intentions. Furthermore, the positive impact relies on the construction of brand legitimacy. Additionally, the stronger the cosmopolitan tendencies of host country consumers, the more pronounced the positive effects of foreign brand authenticity. Originality/value This paper pioneers the clarification of the key elements of foreign brand authenticity and innovatively applies institutional theory to explain its positive effects. It enriches the literature on international brand management with new theoretical insights.