This research aims to provide a conceptual framework to explore how consumers respond to genuinuity claims made by organisations and how it affects perceptions towards the brand. Further, this proposal explores the influence of brand familiarity and inferences of manipulative intent on consumer’s cognition of the genuine claim. The Affect Transfer Hypothesis, Dual Mediation Hypothesis, Independent Influence Hypothesis and Reciprocal Mediation Hypothesis Models are tested parallel to determine the most effective model in line with previous studies. A total of 12 studies have been designed, comparing across 4 different levels of genuinuity, and 3 different product categories (luxury car brands, luxury hotels & spa resorts). A self-administered survey will be used while collecting data using panel data and mall intercept to ensure the ecological validity of the study. The study contributes conceptually by proposing a conceptual definition for genuinuity appeals. It contributes methodologically in its development of a brand genuinuity scale. Finally, the study will contribute managerially by providing practitioners, policy makers and firms with new ways to distinguish themselves as genuine amongst the clutter of unsubstantiated claims and to change consumer’s perceptions of industries such as banks which are renowned for unsubstantiated claims.

• Brian ‘t Hart(Curtin University, Australia)
• Min Teah(Curtin University, Australia)