Authenticity always wins: investigating the influence of semiotic product packaging on cognitive legitimacy

Purpose This study builds theoretical understanding using the stimulus-organism-response theory by proposing a conceptual model aimed at investigating the influence of semiotic product packaging on cognitive legitimacy through perceived authenticity. Design/methodology/approach This study employed a cross-sectional survey research design, collecting data from 321 respondents through a self-administered questionnaire. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Findings The results indicate that semiotic product packaging positively influences cognitive legitimacy when mediated by perceived authenticity. Practical implications The findings of this study offer valuable insights for marketers on the effectiveness of innovative and well-designed semiotic product packaging in gaining a competitive edge by fostering social approval from consumers. Originality/value This study is unique as it is among the few that examine the role of semiotic product packaging in driving cognitive legitimacy, with perceived authenticity acting as a mediator. It brings to light the debate surrounding semiotic product packaging as a source for promoting legitimacy, a relationship that has been underexplored in the marketing domain.