Elucidating the Cognitive Phenomenon of Brand Authenticity in Online Purchasing Behavior with a Focus on Brand Attachment

Today, consumers are exposed to different brands of products and services, and therefore, gaining more share from customers is the most important concern and priority of brand managers. Every day, customers are exposed to various advertisements, in all of which it is said what product customers need and what product they should buy and be attached to. Since shopping is a personal matter, people like to buy brands that have authenticity and are in harmony with their values and personality, and be aware of the authenticity of the brand they want before making a purchase. For a customer who fully adheres to the brand's originality in the long term, it saves costs and maximizes profits through brand-customer communication. The point is that authenticity must be real. Therefore, the goal of the researcher in this research is to identify the factors influencing the concept of brand authenticity. The present research was conducted with a phenomenological approach and the researcher seeks to understand the concept of brand authenticity in the field of online shopping behavior. In the qualitative part, the researcher used the phenomenological strategy that includes open, axial, and selective coding and presented the final results of his research in the form of a template, including six main dimensions and 33 sub-dimensions.