Investigating the Impact of Brand Authenticity on Brand Emotional Attachment for Cosmeceutical Products in Egypt

This research study aims to investigate if emotional brand attachment of customers can be influenced by marketing brand authenticity for cosmeceutical industry in Egypt. The research depends on a thorough literature review for the idea of brand authenticity as well as emotional brand attachment and how the first affects the latter especially on the cosmeceutical sector. The dimensions of brand authenticity adopted from literature included brand individuality, brand consistency and brand continuity. A pilot study was conducted on random respondent customers buying cosmeceuticals from multiple community pharmacies in Egypt. The aim was to investigate this relationship. Data collected show tendency towards the suggestions that brand authenticity may affect brand emotional attachment. However, it is recommended to conduct a further descriptive research to investigate the significance of this relationship.