Research Symposium

BIO

Hannah Tranle is an undergraduate student pursuing a Bachelor of Science in Advertising with a minor in General Business. She is currently a sophomore from Bradenton, FL. Her on- and off-campus involvements include: Strike Magazine, Her Campus @ FSU

Consumer Perceptions of ​ Authenticity in Brand Campaigns​

Abstract

In increasingly multicultural markets, brands face growing scrutiny over how they represent and engage with culture, yet marketing research lacks a clear definition of cultural credibility distinct from traditional source or brand credibility. This study conceptualizes cultural credibility as a socially constructed consumer judgment grounded in perceived authenticity, shared values, cultural understanding, and relational alignment rather than surface-level representation. Drawing on cultural identity theory and social identity frameworks, the research examines how consumers interpret visual, narrative, and relational cues in brand campaigns and how they distinguish between cultural appreciation, appropriation, and exploitation.

Keywords: Communications, Advertising, Cultural, Marketing, Brands