July 2024
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720 Reads
The Review of Contemporary Scientific and Academic Studies
Brand authenticity has emerged as a crucial topic in contemporary marketing thought, as brands confront an array of challenges stemming from intense competition, financial crises, and the COVID-19 pandemic. These challenges have prompted brands to prioritize the concept of authenticity, which contributes significantly to their success and longevity. Brand authenticity also plays a pivotal role in cultivating trust among consumers, thereby shaping their purchasing intentions. The current study aimed to investigate the mediating effect of Brand Trust on the relationship between brand authenticity and purchasing intention, by application on (Eva Cosmetics), an Egyptian famous cosmetics brand. The data are collected via an online questionnaire (Using Google forms), and the research sample was 100 respondents. The data were analyzed using the partial least squares structural equation modeling (PLS-SEM) method.