ESP-3922

Published

2025-11-18

Issue

Vol. 10 No. 11 (2025): published

Section

Research Articles

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Copyright (c) 2025 ZhengGui Chen*, JinWen Tang

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How to Cite

Zhenggui Chen, & Jinwen Tang. (2025). Mechanism of brand authenticity on customer value co-creation: Mediating effect of brand trust. Environment and Social Psychology, 10(11), ESP-3922. https://doi.org/10.59429/esp.v10i11.3922

Mechanism of brand authenticity on customer value co-creation: Mediating effect of brand trust

Zhenggui Chen

International college, Krirk University, Bangkok, 10110,Thailand

Jinwen Tang

International college, Krirk University, Bangkok, 10110,Thailand


DOI: https://doi.org/10.59429/esp.v10i11.3922


Keywords: Brand authenticity; brand trust; customer value co creation; perceived behavioral control; influence mechanism

Abstract

This study investigates the impact mechanism of brand authenticity on the importance of customers co-creation, highlighting how brand trust acts as a mediator and the moderating influence of perceived behavioral control. Utilizing quantitative research methodologies, 368 valid samples were gathered via questionnaire surveys, and statistical techniques, including Structural Equation Modeling (SEM), were used to analyze the data. The results indicate that brand authenticity positively influences brand trust, which acts as a powerful mediator in the connection between authenticity and customer value co-creation. Perceived behavioral control serves in the role of moderator in these relationships, enhancing the positive impact when consumers perceive higher control over their behavior. Brand authenticity directly affects customer value co-creation, highlighting its role as a key driver. The study contributes theoretically by providing an in-depth analysis of the mediating role of brand trust and exploring the moderating effect of perceived behavioral control. Practically, it offers strategies for brand managers to enhance customer value co-creation by strengthening brand authenticity and trust, providing significant guidance for brand management in the digital and globalized era.

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