Examining the relationships between brand authenticity, perceived value, and brand forgiveness: The role of cross-cultural happiness
通过英国和土耳其消费者的实验，发现品牌真实性通过感知价值（功能、情感、社会）正向影响品牌宽恕，进而提升购买意愿，且跨文化幸福感正向调节感知价值对品牌宽恕的作用。
Brand authenticity has attracted the growing attention of academics and practitioners for two decades. This study contributes to brand management literature by empirically investigating the impact of brand authenticity on purchase intentions through perceived value (functional, emotional, and social) and brand forgiveness using a 2 × 2 between- subjects experimental design with a sample of consumers from the UK and Turkey. The moderating role of cross-cultural happiness on the link between perceived value and brand forgiveness is also examined. Moderated mediation results demonstrate that brand authenticity positively affects brand forgiveness, and this effect is mediated by perceived value. In addition, cross-cultural happiness positively moderates the impact of perceived value on brand forgiveness. Findings further reveal a serial mediating effect of brand authenticity on purchase intentions via perceived value and brand forgiveness. This study has important theoretical implications and offers international brand and marketing managers practical insights.