The impact of brand innovation and brand authenticity as antecedents of brand loyalty (Case study: Kaleh brand in Iraq)

Among the goals of many domestic manufacturers is to enter foreign markets. Some manufacturers have been able to gain a share of their market by expanding their production activities in neighboring countries. Among these manufacturers is the Kaleh brand, which has gained good influence in the Iraqi market. The present study aimed to investigate the effect of brand innovation and brand authenticity on brand loyalty, considering the mediating role of brand image and perceived quality among Iraqi consumers of the Kaleh brand. This study was conducted with a quantitative approach and a survey in terms of its applied purpose. The statistical population included Kaleh brand consumers in Iraq. The study sample included 392 Iraqi consumers, the data of which were collected through an electronic questionnaire. PLS software was used to analyze the data. The research findings show that brand innovation has a strong and significant effect on brand image and perceived quality. Brand authenticity also showed a positive and significant effect on brand image and perceived quality, although these effects were weaker compared to innovation. Also, both brand innovation and brand authenticity had a direct and positive effect on brand loyalty. The result is that the Kaleh brand should focus on the two strategies of authenticity and innovation simultaneously to establish consumer loyalty in the Iraqi market; but innovation, especially through strengthening perceived quality and brand image, plays a more central role in creating competitive advantage. Marketing managers can create a positive mental image and lasting loyalty by highlighting technological innovations while simultaneously maintaining the cultural roots of the brand.Among the goals of many domestic manufacturers is to enter foreign markets. Some manufacturers have been able to gain a share of their market by expanding their production activities in neighboring countries. Among these manufacturers is the Kaleh brand, which has gained good influence in the Iraqi market. The present study aimed to investigate the effect of brand innovation and brand authenticity on brand loyalty, considering the mediating role of brand image and perceived quality among Iraqi consumers of the Kaleh brand. This study was conducted with a quantitative approach and a survey in terms of its applied purpose. The statistical population included Kaleh brand consumers in Iraq. The study sample included 392 Iraqi consumers, the data of which were collected through an electronic questionnaire. PLS software was used to analyze the data. The research findings show that brand innovation has a strong and significant effect on brand image and perceived quality. Brand authenticity also showed a positive and significant effect on brand image and perceived quality, although these effects were weaker compared to innovation. Also, both brand innovation and brand authenticity had a direct and positive effect on brand loyalty. The result is that the Kaleh brand should focus on the two strategies of authenticity and innovation simultaneously to establish consumer loyalty in the Iraqi market; but innovation, especially through strengthening perceived quality and brand image, plays a more central role in creating competitive advantage. Marketing managers can create a positive mental image and lasting loyalty by highlighting technological innovations while simultaneously maintaining the cultural roots of the brand.Among the goals of many domestic manufacturers is to enter foreign markets. Some manufacturers have been able to gain a share of their market by expanding their production activities in neighboring countries. Among these manufacturers is the Kaleh brand, which has gained good influence in the Iraqi market. The present study aimed to investigate the effect of brand innovation and brand authenticity on brand loyalty, considering the mediating role of brand image and perceived quality among Iraqi consumers of the Kaleh brand. This study was conducted with a quantitative approach and a survey in terms of its applied purpose. The statistical population included Kaleh brand consumers in Iraq. The study sample included 392 Iraqi consumers, the data of which were collected through an electronic questionnaire. PLS software was used to analyze the data. The research findings show that brand innovation has a strong and significant effect on brand image and perceived quality. Brand authenticity also showed a positive and significant effect on brand image and perceived quality, although these effects were weaker compared to innovation. Also, both brand innovation and brand authenticity had a direct and positive effect on brand loyalty. The result is that the Kaleh brand should focus on the two strategies of authenticity and innovation simultaneously to establish consumer loyalty in the Iraqi market; but innovation, especially through strengthening perceived quality and brand image, plays a more central role in creating competitive advantage. Marketing managers can create a positive mental image and lasting loyalty by highlighting technological innovations while simultaneously maintaining the cultural roots of the brand.