@article{2017,title={The Mediator Role of Customer Satisfaction in Relation to Between Brand Authenticity and Word of Mouth Marketing: A Research in Ready Wear Sector},abstractNode={In today's markets where numerous similar and interchangeable products and services are offered, it is possible to make a difference by making a foreground for businesses. In this study, the concept of brand authenticity, which has been developed in recent years and gained to the marketing literature and has some characteristics such as originality, reliability, naturalness and inheritance, has been examined in relation to word of mouth marketing (WOMM). It is necessary but not sufficient reason for a brand's authenticity to be recommended. Therefore, the intensity of WOMM activities that will evolve along with brand authenticity can change with customer satisfaction. For the hypothesis tests conducted to determine whether brand authenticity and customer satisfaction in relation to WOMM play an intermediary role, 645 data were collected, reflecting opinions of four major brands operating in the ready wear sector. As a result of the research, it is seen that there is a positive relationship between brand authenticity and positive WOMM, and a negative relationship between negative WOMM, and customer satisfaction has a partial mediating role in both interrelation. In addition, factor analyzes applied to scales with independent sample t-test and ANOVA results revealed that brand authenticity is not yet fully recognized in the cultural context.},author={Gül Banu DAYANÇ KIYAT-& Halil ŞİMŞEK},year={2017},journal={Journal of Academic Value Studies (JAVStudies)}}