Authenticity in branding – exploring antecedents and consequences of brand authenticity
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DOI: 10.1108/ejm-10-2014-0633
Abstract: Consumer demand for authentic brands is steadily rising. With increased pressure to accommodate this demand, researchers and marketers seek to understand how to influence a brand’s perceived authenticity. The purpose of this paper is to… read more here.
Keywords: consequences brand; consumer; brand; authenticity ... See more keywords