Publication Type

PhD Dissertation

Version

publishedVersion

Publication Date

4-2026

Abstract

This study employs a dual-perspective questionnaire survey, collecting data separately from corporate employees and brand consumers, and uses multiple regression analysis to test the hypotheses. The findings reveal the following: (1) both brand authenticity and innovation have significant positive effects on employee brand citizenship behaviour and consumer purchase intention; (2) brand commitment plays a negatively moderating role in these relationships, such that when stakeholders’ commitment levels are relatively low, the positive effects of brand authenticity and brand innovation on behaviour are stronger, whereas under conditions of high commitment, these effects are weakened, reflecting a substitution effect between emotional attachment and cognitive evaluation; (3) the interaction effect between brand authenticity and brand innovation differs significantly across stakeholder groups, showing a synergistic enhancement effect at the employee level but a substitution effect at the consumer level.

From the vantage point of the brand ecosystem, this study broadens the theoretical scope of research on brand authenticity and brand innovation, revealing the differentiated cognitive logics of various stakeholders in balancing “preserving authenticity” and “pursuing innovation”, and responding to the broader theoretical shift in brand management from a single-object focus to a network of multiple relationships. At the same time, the findings provide more nuanced strategic implications for firms: brand commitment is not a unidirectional reinforcing mechanism, but rather forms either substitutive or synergistic relationships with brand authenticity and brand innovation under different conditions. Accordingly, focal firms should achieve a dynamic balance between emotional attachment and functional value in order to sustain the long-term stability and development of the brand ecosystem.

Keywords

Brand Ecosystem, Brand Authenticity, Brand Innovation, Brand Commitment, Brand Citizenship Behaviour

Degree Awarded

Doctor of Bus Admin (CKGSB)

Discipline

Marketing | Strategic Management Policy

Supervisor(s)

ZHANG, Man

First Page

1

Last Page

197

Publisher

Singapore Management University

City or Country

Singapore

Copyright Owner and License

Author

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