Twenty‐five productive years have passed since the late Barbara Stern called for marketing
scholars to take the topic of brand authenticity into consideration. Brand authenticity is now …

Purpose Internet celebrities have become key resources for consumers making purchase
decisions. An increasing number of internet celebrities have begun to exert their influence …

Traditionally, the production and distribution of advertising material has relied on human
effort and analog tools. However, technological innovations have given the advertising …

Social media influencers are increasingly approached by marketers to advocate brands and
products. This practice is commonly called 'influencer marketing'. Influencers can take …

Social media influencers (SMIs) are increasingly being approached by brands to promote
products, a practice commonly called influencer marketing. SMIs can take advantage of their …

Marketers strive to create cool brands, but the literature does not offer a blueprint for what
“brand coolness” means or what features characterize cool brands. This research uses a …

Purpose Consumer demand for authentic brands is steadily rising. With increased pressure
to accommodate this demand, researchers and marketers seek to understand how to …

Sociopolitical activist brands | Emerald Insight Books and journals Case studies Expert Briefings
Open Access Publish with us Advanced search Sociopolitical activist brands Holger Joerg …

In a quest to investigate whether perceptions of authenticity can engage consumers with
brands, the present study examines the influence of perceived brand authenticity (PBA) on …

The concept of authenticity informs a number of central topics in management studies. On
the surface, it might seem that a consensus exists about its meaning; there is indeed …