Perceived brand authenticity and social exclusion as drivers of psychological brand ownership

Firms strive hard to make their brands imbibed in consumers' lives. Psychological brand ownership is one of the best ways to make consumers psychologically own the brand to generate favorable behavior. Thus, it becomes imperative for firms to know about the ways through which psychological brand ownership can be induced. To this end, the current study primarily examines perceived brand authenticity and social exclusion as the important antecedents to psychological brand ownership. In total 407 responses were collected through online mode. The results demonstrate that both perceived brand authenticity and social exclusion engender a sense of psychological brand ownership. In addition, the findings also lend support to positive word of mouth and purchase intentions as the outcomes of psychological brand ownership. The study presents some important implications to both academicians and practitioners.