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 …

Brands have come under the spotlight for unethical behaviour, resulting in decreased brand
trust. Breakdowns in trust occur when the actions of brands differ from the promises and …

Twitch. tv is one of the most successful online live streaming platforms in the world, with 200
million viewers, 2 million regular “streamers,” and a market value of over $1 billion. In this …

Purpose–The purpose of this paper is to develop a model of brand authenticity and analyze
the antecedents and effects of the construct. Although there is no doubt about the relevance …

This article introduces a new determinant of brand extension success, brand extension
authenticity (BEA), as a complement to fit. The authors develop the BEA construct and a …

This article investigates the linkages between brand authenticity, brand trust, and SME
growth from a CEO perspective. Brand authenticity is operationalized as consisting of three …

No area in the history of public relations has grown and spread as fast as social media. With
that growth has come a proliferation of social media research that has had an impact on the …

Stereotypes in advertising are recognized as contributing to the perpetuation of inequalities.
In response to this, femvertising—“advertising that employs pro‐female talents, messages …

Authenticity is a cornerstone of contemporary marketing. Yet how do firms develop brand
positions based on authenticity when marketing, and in particular, advertising, is believed to …

A case study research strategy was adopted. The organisational processes considered
justified the case study approach. Interviews with key actors were supported by other …