Effects of perceived brand authenticity on brand trust among LGBTQ+ consumers

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Date

2023-05-04

Authors

Owens, Maria

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Abstract

This study aimed to investigate the relationship between perceived brand authenticity and brand trust among LGBTQ+ consumers. It also explored the association of skepticism and self-identification (LGBTQ+, LGBTQ+ ally, or neither). The sample size (n=281) has been adjusted to account for incomplete surveys. 60.14% of the sample identify as heterosexual while the other respondents identify as lesbian, gay, bisexual, pansexual, same gender loving, asexual, queer, heteroflexible, or their sexual identity was not listed. The results revealed a significant positive relationship between perceived brand authenticity and trustworthiness. Additionally, the data shows that LGBTQ+ individuals are more skeptical and less likely to trust brands on social media and companies that post LGBTQ-related messages.

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