Brand authenticity has attracted the growing attention of academics and practitioners for two
decades. This study contributes to brand management literature by empirically investigating …

Purpose This study aims to demonstrate that brand experiences can influence perceived
brand authenticity, and perceived quality mediates this link. The proposed nomological net …

The notion that individuals use consumption to escape unpleasant states is of great interest
to both marketing researchers and managers, yet no measurement scale for consumer …

As cultural products, games frequently integrate cultural elements, which can be classified
as indexical elements or iconic elements based on their degree of connection to real-world …

This research investigates both the downstream effect of perceived brand authenticity on
consumers' actual, consequential choice and the important role of inferred brand dedication …

Purpose This article explores brand positioning and authenticity within the global-local
continuum, utilizing the evolution of the Italian rock band, Måneskin, as a case study …

This study offers a nuanced understanding of how local consumers experience, interpret
and acculturate to expatriates' practices within a multicultural marketplace. We adopt …

Purpose The study aims to delve into the interactive relationships among brand authenticity,
brand attachment, brand trust and brand loyalty using the ERC authenticity framework …

Both brand ethicality and brand authenticity focus on the moral behavior of a brand, yet the
link between these two constructs is only poorly understood. Building on and integrating …

Television advertising is an important channel through which brands create equity, based on
the brand associations that consumers derive from viewing television advertisements (TV …