Say it with a note-leveraging written relational communication to shape brand authenticity perceptions online
Sign Up to like & getrecommendations! Published in 2025 at "European Journal of Marketing"
DOI: 10.1108/ejm-08-2024-0678
Abstract: This paper aims to study the contemporary retail environment that is characterized by online exchanges and an increasing desire for authentic brands. It systematically demonstrates how relational marketing efforts are helpful in affecting brand authenticity… read more here.
Keywords: brand authenticity; relational communication; brand; authenticity perceptions ... See more keywords