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 …

In the last several decades the internal marketing (IM) concept has emerged as a key notion
in marketing and human resource management (HRM) debates on future development. IM …

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 …

Purpose An increasing number of brands are using algorithms to embed brand-related
content to targeted consumers' social media pages. This paper aims to analyze how do …

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 …

Purpose The purpose of this study is to develop the scale of the metaverse experience and
examine the effect of the metaverse experience on consumer happiness in luxury brands …

Purpose Brand authenticity has emerged as a strategic imperative for many firms. The
purpose of this paper is to empirically examine the effect of consumer perceptions of brand …

With increased concern for environmental and social issues, consumers and the apparel
industry have become more interested in the topic of sustainability. Numerous brands strive …

Traditional commerce does not have a great variety of products: it has a more leisurely sale
and does not develop impulse buying. The most important factor is the direct relationship …