Read the full-text of this article for free

Title: How brand authenticity influences purchase intention in mobile banking applications: the mediating effects of cognitive and behavioural engagement

Authors: Amin Ayed Albashabsheh

Addresses: Marketing Department, School of Business, Mutah University, Alkarak, Jordan

Abstract: This study explores how brand authenticity affects purchase intention in the case of mobile banking applications in Jordan and discusses the facilitating effects of cognitive and behavioural engagement. Structural equation modelling (SEM) of SPSS and AMOS was used to analyse the proposed research model. The findings demonstrate that brand authenticity promotes cognitive engagement, behavioural engagement, and purchase intention. In addition to this, both cognitive engagement and behavioural engagement have a positive impact on behavioural engagement and purchase intention, respectively. The results also indicate that cognitive engagement as well as behavioural engagement moderately mediate the relationship between brand authenticity and purchase intention. This research fuses the notions of authenticity and engagement to further the existing body of literature on the relationships of consumers and brands within the digital banking space, and offers empirical evidence on how an authentic branding approach relates to consumer behaviour.

Keywords: brand authenticity; purchase intention; cognitive engagement; behavioural engagement; mobile banking applications.

DOI: 10.1504/IJEMR.2026.157013

International Journal of Electronic Marketing and Retailing, 2026 Vol.18 No.7, pp.1 - 25

Received: 29 Mar 2026
Accepted: 14 Aug 2026
Published online: 14 Oct 2026 *