Influencer–Brand Value Alignment and Consumer Behavior: The Role of Authenticity and Trust in Family Firms

Résumé

Abstract

This article examines how influencer–brand value alignment influences consumer behavior in the context of family firms. Drawing on congruence theory and the literature on influencer marketing, authenticity, and trust, the study develops a quantitative framework connecting value alignment, perceived authenticity, brand trust, and consumer behavior. Data were collected through a structured questionnaire administered to 120 respondents. The data were analyzed using Cronbach’s alpha and simple linear regression models. The results indicate that influencer–brand value alignment positively influences perceived authenticity, perceived authenticity strengthens brand trust, and brand trust positively influences consumer behavior. A direct positive relationship between value alignment and consumer behavior is also confirmed. The study contributes to the literature by clarifying the respective roles of value alignment, authenticity, and trust in influencer marketing within identity-based brand contexts. From a managerial perspective, the findings suggest that family firms should prioritize value congruence and authentic communication when selecting influencers rather than focusing exclusively on visibility or audience size.

Keywords: Influencer marketing, Value alignment, Perceived authenticity, Brand trust, Consumer behavior, Family businesses