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Merchandising/Marketing/Retailing: Branding

Humanizing Handmade Brands: How Handmade Brands Are Perceived Authentic

Authors
  • Hyunjoo Im orcid logo (University of Minnesota)
  • Terry Haekyung Kim (University of South Carolina)
  • Zhanming Chen (University of Minnesota)

Abstract

Brand authenticity is a crucial differentiator and a predictor of positive business outcomes. Extending a recent finding from a food marketing study, we examined how the handmade method can increase consumers' perception of brand authenticity through brand humanization, warmth/competence perception, and reduced psychological distance. A single-factor two-level online experiment (n=378) revealed that the brand's handmade claim positively influences authenticity. The key mediator was humanization enhanced by the handmade claim. Participants humanized the handmade brand more, which then increased perceived warmth and competence and decreased the psychological distance of the brand. These perceptions further increased perceived brand authenticity. This study provides insights for fashion and apparel brands that often utilize handmade techniques. Theoretical implications are discussed and directions for future studies are suggested.

Keywords: Handmade, Brand authentiity, Brand humanization, Competence, Warmth, Psychological distance

How to Cite:

Im, H., Kim, T. & Chen, Z., (2025) “Humanizing Handmade Brands: How Handmade Brands Are Perceived Authentic”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18690

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Published on
2025-01-15

Peer Reviewed