Excessive marketing competition among brands has recently increased consumer demand
for brand authenticity. Brand authenticity has become a precondition for successful business …

Purpose The purpose of studying digitization transformation of the supply chain is to
understand how digital technologies and processes are changing the way supply chains …

In spite of the common disadvantages, including user addiction and so on, the green online
gaming system has a potential positive advantage to foster offline pro-environmental …

The fashion retail industry faces immense changes in the rapid growth in e-Commerce
recently, retailers worry about the future of traditional shop**. Augmented Reality (AR) and …

Purpose Building on Walter Benjamin's philosophical reflections on aura and authenticity,
this article aims to conceptualise and theorise brand aura. Design/methodology/approach …

Research aim. Authenticity has become an essential quality for brands, with 86% of
consumers preferring brands that are perceived to be authentic (Stackla, 2021). As a result …

Live steamers play key roles in enhancing brand equity in live commerce. Understanding
the mechanism of how streamers impact brand equity in live commerce is of great …

In the midst of e-commerce dominance, this chapter delves into the enduring allure of in-
store shop**, examining the factors that sustain its relevance. Focusing on the interplay …

Perceived" morally good behaviour" plays an increasingly significant role in consumer
decisions (eg, Grappi et al., 2013, Hoppner and Vadakkepatt., 2019, Romani et al., 2015) …

Abstract [eng] The ongoing rapid process of globalization leads to the fact that it is becoming
easier for consumers to access products of various brands. Consumers have many options …