Perceived Brand Authenticity as the Answer to Global Crises

Purpose: The aim of the article is to assess the impact of perceived brand authenticity and its different dimensions on the brand choice of young consumers. Design/methodology/approach: The experiment was applied in the study. A sample of 180 Polish young respondents from Lodz region participated in the study in December 2022. Findings: The research results confirm that perceived brand authenticity positively affects the brand choice in case of young consumers, even if a higher price is applied. The most important PBA dimension in the case of mineral water is the brand naturalness. The study also proved that the brand origin can increase the perceived brand authenticity. Research limitations/implications: The sample is limited to young consumers and the studied brands represent only 1 category of products. Originality/value: The key dimensions of perceived brand authenticity important for young Polish consumers were identified for the brand representing the food sector.