{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,10]],"date-time":"2026-04-10T15:13:55Z","timestamp":1775834035947,"version":"3.50.1"},"reference-count":0,"publisher":"Henry Stewart Publications","issue":"4","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JBS"],"accepted":{"date-parts":[[2024,3,1]]},"abstract":"<jats:p xml:lang=\"en\">This paper has two objectives to understand: (a) how brand authenticity (BA) affects brand hate (BH) and brand love (BL) relationships, how this influences consumers\u2019 buying intention and (b) how brand personality (BP) moderates the relationship between BA and BH\/BL. A sample of 200 responses collected through an online survey about the Ryanair airline brand was analysed using partial least squares structural equation modelling (PLS-SEM). The findings show that BA positively affects BL and negatively affects BH; BH negatively affects buying intention; and BL positively affects buying intention. The results show the moderating effect of the five dimensions of BP on the relationship between BA and BL\/BH.<\/jats:p>","DOI":"10.69554\/lysg9077","type":"journal-article","created":{"date-parts":[[2024,7,25]],"date-time":"2024-07-25T07:20:27Z","timestamp":1721892027000},"page":"381","source":"Crossref","is-referenced-by-count":5,"title":["How does brand authenticity affect brand hate-love relationships and buying intention? The moderating role of brand personality"],"prefix":"10.69554","volume":"12","author":[{"given":"Paula","family":"Rodrigues","sequence":"first","affiliation":[{"name":"Research Centre in Organizations","place":["Portugal"]}]},{"given":"Ana","family":"Sousa","sequence":"additional","affiliation":[{"name":"Research Centre in Organizations","place":["Portugal"]}]},{"given":"Jorge","family":"Lopes","sequence":"additional","affiliation":[{"name":"ISAG \u2014 European Business School and Research Center in Business Sciences and Tourism (CICET \u2014 FCVC)","place":["Portugal"]}]},{"given":"Ana Pinto","family":"Borges","sequence":"additional","affiliation":[{"name":"ISAG \u2014 European Business School and Research Center in Business Sciences and Tourism (CICET \u2014 FCVC)","place":["Portugal"]}]}],"member":"49795","published-online":{"date-parts":[[2024,3,1]]},"container-title":["Journal of Brand Strategy"],"original-title":[],"language":"en","deposited":{"date-parts":[[2024,8,11]],"date-time":"2024-08-11T08:27:13Z","timestamp":1723364833000},"score":1,"resource":{"primary":{"URL":"https:\/\/hstalks.com\/doi\/10.69554\/LYSG9077\/"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2024,3,1]]},"references-count":0,"journal-issue":{"issue":"4","published-print":{"date-parts":[[2024]]}},"URL":"https:\/\/doi.org\/10.69554\/lysg9077","relation":{},"ISSN":["2045-8568"],"issn-type":[{"value":"2045-8568","type":"electronic"}],"subject":[],"published":{"date-parts":[[2024,3,1]]},"article-number":"JBS-vol12-iss4-pg381"}}