Impact of brand authenticity, trust in companies, and organizational cynicism perceived by customers on attitudinal and behavioral loyalty in SMEs
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Published
29-07-2026
Pilar Pulido-Ramírez
Carlos Almanza-Junco
Mauricio Castillo-Vergara
https://orcid.org/0000-0003-1659-3966
Carlos Almanza-Junco
Mauricio Castillo-Vergara
Abstract
This study investigates the impact of brand authenticity, trust in companies, and organizational cynicism on customers’ attitudinal and behavioral loyalty in SMEs. In a competitive business environment, the lack of authenticity and trust is recognized as a factor that undermines customer loyalty. This analysis provides a strategic roadmap for addressing these challenges and highlights their relevance to long-term business success. A mixed-methods approach was adopted, combining qualitative data obtained from focus groups and analyzed using QDA Miner Lite, with quantitative data collected from a sample of 412 customers. Validated measurement scales and Partial Least Squares Structural Equation Modeling (PLS-SEM) were employed to assess perceptions of brand authenticity, trust, and organizational cynicism within companies. This research design enabled a deeper understanding of customer experiences. The results reveal that organizational cynicism undermines customer loyalty by eroding trust and violating the implicit psychological contract. However, brand authenticity and trust in companies can mitigate these effects by strengthening emotional bonds and fostering loyal behaviors that are essential for attracting and retaining customers. This study contributes to the literature by providing a theoretical framework that links organizational cynicism to customer loyalty. Its theoretical implications highlight the need for a multidimensional approach in organizational behavior research. The practical implications suggest the urgency of implementing strategies that promote authenticity and trust, aligning with the Sustainable Development Goals and fostering a more equitable and fair business environment.
How to Cite
Pulido-Ramírez, P., Almanza-Junco, C., & Castillo-Vergara, M. (2026). Impact of brand authenticity, trust in companies, and organizational cynicism perceived by customers on attitudinal and behavioral loyalty in SMEs. Cuadernos De Gestión, 26(2), 7–22. https://doi.org/10.5295/cdg.252455pp
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Keywords
Attitudinal loyalty, Behavioral loyalty, Brand authenticity, Organizational cynicism, PLS-SEM, Trust
References
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Becker, J., Völckner, F., & Sattler, H. (2024). How Important Is Word of Mouth? Development, Validation, and Application of a Scale. Journal of Interactive Marketing, 59(3), 273-293. https://doi.org/10.1177/10949968231215362
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Fiss, P. C. (2011). Building better causal theories: A fuzzy set approach to typologies in organization research. Academy of man-agement journal, 54(2), 393-420. https://doi.org/10.5465/amj.2011.60263120
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.2307/3151312
Glaveli, N. (2021). Corporate social responsibility toward stakeholders and customer loyalty: Investigating the roles of trust and customer identification with the company. Social Responsibility Journal, 17(3), 367-383. https://doi.org/10.1108/SRJ-07-2019-0257
Gökerik, M. (2024). Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 13(1), 404-421. https://doi.org/10.15869/itobiad.1422438
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Guerola-Navarro, V., Gil-Gomez, H., Oltra-Badenes, R., & Soto-Acosta, P. (2024). Customer relationship management and its impact on entrepreneurial marketing: A literature review. International Entrepreneurship and Management Journal, 20(2), 507-547. https://doi.org/10.1007/s11365-022-00800-x
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Hair, J. F., Astrachan, C. B., Moisescu, O. I., Radomir, L., Sarstedt, M., Vaithilingam, S., & Ringle, C. M. (2021). Executing and inter-preting applications of PLS-SEM: Updates for family business researchers. Journal of Family Business Strategy, 12(3), 100392. https://doi.org/10.1016/j.jfbs.2020.100392
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Huo, C., Hameed, J., Zhang, M., Bin Mohd Ali, A. F., & Amri Nik Hashim, N. A. (2022). Modeling the impact of corporate social responsibility on sustainable purchase intentions: insights into Brand trust and Brand loyalty. Economic Research-Ekonomska Istraživanja, 35(1), 4710-4739. https://doi.org/10.1080/1331677X.2021.2016465
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Kapoor, S., & Banerjee, S. (2021). On the relationship between brand scandal and consumer attitudes: A literature review and research agenda. International Journal of Consumer Studies, 45(5), 1047-1078. https://doi.org/10.1111/ijcs.12633
Kaur, P., Dhir, A., Chen, S., & Rajala, R. (2021). Attitudinal and behavioral loyalty toward virtual goods. Journal of Computer Infor-mation Systems, 61(2), 118-129. https://doi.org/10.1080/08874417.2019.1568844
Khan, M. I., Loh, J. M., Hossain, A., & Talukder, M. J. H. (2023). Cynicism as strength: Privacy cynicism, satisfaction and trust among social media users. Computers in Human Behavior, 142, 107638. https://doi.org/10.1016/j.chb.2022.107638.
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Marcos, A. M. B. F., & Coelho, A. F. M. (2021). Service quality, customer satisfaction and customer value: holistic determinants of loyalty and word-of-mouth in services. The TQM Journal, 34(5), 957-978. https://doi.org/10.1108/TQM-10-2020-0236
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Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2021). Disentangling the meanings of brand authenticity: The entity-referent corre-spondence framework of authenticity. Journal of the Academy of Marketing Science, 49, 96-118. https://doi.org/10.1007/s11747-020-00735-1
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Alnoor, A., Al-Abrrow, H., Al Halbusi, H., Khaw, K. W., Chew, X., Al-Maatoq, M., & Alharbi, R. K. (2022). Uncovering the antecedents of trust in social commerce: an application of the non-linear artificial neural network approach. Competitiveness Review: An International Business Journal, 32(3), 492-523. https://doi.org/10.1108/CR-04-2021-0051
Álvarez-Santamaría, C., Riaño Gil, C., & Ruiz Vega, A. V. (2024). The power of social commerce: Understanding the role of social word-of-mouth behaviors and flow experience on social media users’ purchase intention. SAGE Open. https://doi.org/10.1177/21582440241278452
Aydın, G. (2021). Consumer cynicism, skepticism, brand boycotts and social media. In U. Bingöl (Ed.), Social network research (pp. 61-90). Peter Lang. https://doi.org/10.3726/b18979
Becker, J., Völckner, F., & Sattler, H. (2024). How Important Is Word of Mouth? Development, Validation, and Application of a Scale. Journal of Interactive Marketing, 59(3), 273-293. https://doi.org/10.1177/10949968231215362
Beverland, MB, Eckhardt, GM, Sands, S. y Shankar, A. (2021). How brands craft national identity. Journal of Consumer Research, 48(4). https://doi.org/10.1093/jcr/ucaa062
Brandes, P., Castro, S. L., James, M. S., Martinez, A. D., Matherly, T. A., Ferris, G. R., & Hochwarter, W. A. (2008). The interactive effects of job insecurity and organizational cynicism on work effort following a layoff. Journal of Leadership & Organizational Studies, 14(3), 233-247. https://doi.org/10.1177/107179190731196
Burrell, G., Hyman, M. R., Michaelson, C., Nelson, J. A., Taylor, S., & West, A. (2022). The ethics and politics of academic knowledge production: Thoughts on the future of business ethics. Journal of Business Ethics, 180(3), 917-940. https://doi.org/10.1007/s10551-022-05243-6
Campagna, C. L., Donthu, N., & Yoo, B. (2023). Brand authenticity: literature review, comprehensive definition, and an amalga-mated scale. Journal of Marketing Theory and Practice, 31(2), 129-145. https://doi.org/10.1080/10696679.2021.2018937
Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., ... & Meirinhos, G. (2022). Trust and loyalty in building the brand relationship with the customer: empirical analysis in a retail chain in northern Brazil. Journal of Open Innovation: Tech-nology, Market, and Complexity, 8(3), 109. https://doi.org/10.3390/joitmc8030109
Chylinski, M., & Chu, A. (2010). Consumer cynicism: antecedents and consequences. European Journal of Marketing, 44(6), 796-837. https://doi.org/10.1108/03090561011032720
Clark, R. S., & Plano Clark, V. L. (2022). The use of mixed methods to advance positive psychology: a methodological review. Inter-national Journal of Wellbeing, 12(3), 35-55. https://doi.org/10.5502/ijw.v12i3.2017
Cinelli, M. D., & LeBoeuf, R. A. (2020). Keeping it real: How perceived brand authenticity affects product perceptions. Journal of Consumer Psychology, 30(1), 40-59. https://doi.org/10.1002/jcpy.1123
Cohen, J. (1988). Set correlation and contingency tables. Applied psychological measurement, 12(4), 425-434. https://doi.org/10.1177/014662168801200410
Dandotiya, G., Gahlot Sarkar, J., & Sarkar, A. (2024). Comprehending roles of virtual service assistant’s warmth and competence for service co-creation versus service recovery. Journal of Services Marketing, 38(7), 925-940. http://dx.doi.org/10.2139/ssrn.5261909
Darmawan, D. (2019). The effect of customer satisfaction on trust and customer loyal. Management & Accounting Research Jour-nal, 3(2). https://jurnal.ikbis.ac.id/index.php/global/article/view/237/125
Dean, J. W., Brandes, P., & Dharwadkar, R. (1998). Organizational cynicism. Academy of Management Review, 23(2), 341-352. https://doi.org/10.5465/amr.1998.533230
Delgado‐Ballester, E., & Luis Munuera‐Alemán, J. (2005). Does brand trust matter to brand equity?. Journal of product & brand management, 14(3), 187-196. https://doi.org/10.1108/10610420510601058
Fiss, P. C. (2011). Building better causal theories: A fuzzy set approach to typologies in organization research. Academy of man-agement journal, 54(2), 393-420. https://doi.org/10.5465/amj.2011.60263120
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.2307/3151312
Glaveli, N. (2021). Corporate social responsibility toward stakeholders and customer loyalty: Investigating the roles of trust and customer identification with the company. Social Responsibility Journal, 17(3), 367-383. https://doi.org/10.1108/SRJ-07-2019-0257
Gökerik, M. (2024). Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 13(1), 404-421. https://doi.org/10.15869/itobiad.1422438
Goyal, A., & Verma, P. (2023). Impact of Brand Engagement on Behavioral Loyalty, Brand Equity and WOM Through Attitudinal Loyalty. Journal of International Food & Agribusiness Marketing, 35(1), 88-109. https://doi.org/10.1080/08974438.2021.1956667
Guerola-Navarro, V., Gil-Gomez, H., Oltra-Badenes, R., & Soto-Acosta, P. (2024). Customer relationship management and its impact on entrepreneurial marketing: A literature review. International Entrepreneurship and Management Journal, 20(2), 507-547. https://doi.org/10.1007/s11365-022-00800-x
Gupta, S., Gallear, D., Rudd, J., & Foroudi, P. (2020). The impact of brand value on brand competitiveness. Journal of Business Research, 112, 210-222. https://doi.org/10.1016/j.jbusres.2020.02.033
Hair, J. F., Astrachan, C. B., Moisescu, O. I., Radomir, L., Sarstedt, M., Vaithilingam, S., & Ringle, C. M. (2021). Executing and inter-preting applications of PLS-SEM: Updates for family business researchers. Journal of Family Business Strategy, 12(3), 100392. https://doi.org/10.1016/j.jfbs.2020.100392
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Huo, C., Hameed, J., Zhang, M., Bin Mohd Ali, A. F., & Amri Nik Hashim, N. A. (2022). Modeling the impact of corporate social responsibility on sustainable purchase intentions: insights into Brand trust and Brand loyalty. Economic Research-Ekonomska Istraživanja, 35(1), 4710-4739. https://doi.org/10.1080/1331677X.2021.2016465
Indibara, I., Halder, D. y Varshney, S. (2023). Consumer cynicism: Interdisciplinary hybrid review and research agenda. Revista Internacional de Estudios del Consumidor, 47(6), 2724-2746. https://doi.org/10.1111/ijcs.12979
Kähkönen, T., Blomqvist, K., Gillespie, N., & Vanhala, M. (2021). Employee trust repair: A systematic review of 20 years of empiri-cal research and future research directions. Journal of Business Research, 130, 98-109. https://doi.org/10.1016/j.jbusres.2021.03.019
Kapoor, S., & Banerjee, S. (2021). On the relationship between brand scandal and consumer attitudes: A literature review and research agenda. International Journal of Consumer Studies, 45(5), 1047-1078. https://doi.org/10.1111/ijcs.12633
Kaur, P., Dhir, A., Chen, S., & Rajala, R. (2021). Attitudinal and behavioral loyalty toward virtual goods. Journal of Computer Infor-mation Systems, 61(2), 118-129. https://doi.org/10.1080/08874417.2019.1568844
Khan, M. I., Loh, J. M., Hossain, A., & Talukder, M. J. H. (2023). Cynicism as strength: Privacy cynicism, satisfaction and trust among social media users. Computers in Human Behavior, 142, 107638. https://doi.org/10.1016/j.chb.2022.107638.
Krueger, R. A., & Casey, M. A. (2015). Focus group interviewing. In K. E. Newcomer, H. P. Hatry, & J. S. Wholey (Eds.), Handbook of practical program evaluation (4th ed., pp. 506-534). John Wiley & Sons. https://doi.org/10.1002/9781119171386.ch20
Liu, Y., Cheng, P., & Ouyang, Z. (2021). How trust mediate the effects of perceived justice on loyalty: A study in the context of au-tomotive recall in China. Journal of Retailing and Consumer Services, 58, 102322. https://doi.org/10.1016/j.jretconser.2020.102322
Marcos, A. M. B. F., & Coelho, A. F. M. (2021). Service quality, customer satisfaction and customer value: holistic determinants of loyalty and word-of-mouth in services. The TQM Journal, 34(5), 957-978. https://doi.org/10.1108/TQM-10-2020-0236
Miranda-Novales, M. G., & Villasís-Keever, M. Á. (2019). El protocolo de investigación VIII. La ética de la investigación en seres humanos. Revista Alergia México, 66(1), 115-122. http://orcid.org/0000-0003-3262-2608
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of consumer psychology, 25(2), 200-218. https://doi.org/10.1016/j.jcps.2014.11.006
Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2021). Disentangling the meanings of brand authenticity: The entity-referent corre-spondence framework of authenticity. Journal of the Academy of Marketing Science, 49, 96-118. https://doi.org/10.1007/s11747-020-00735-1
Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer- based brand authenticity. Journal of Busi-ness Research, 67(6), 1090-1098. https://doi.org/10.1016/j.jbusres.2013.06.001
Nunnally J. C., Bernstein I. H. (1994). Psychometric theory (3rd ed.). New York, NY: McGraw-Hill. https://doi.org/10.1177/014662169501900308
Ragin, C. C. (2009). Redesigning social inquiry: Fuzzy sets and beyond. University of Chicago press. https://doi.org/10.7208/chicago/9780226702797.001.0001
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