Smile or Not Smile: The Effect of Virtual Influencers' Emotional Expression on Brand Authenticity, Purchase Intention and Follow Intention
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DOI: 10.1002/cb.2451
Abstract: Virtual influencer (VI) has become a new tool for brand promotion. The existing researches mainly focus on VI's external feature cues, such as identity, appearance, and sensory factors. In addition to carefully curated images, VI… read more here.
Keywords: emotional expression; brand authenticity; effect; brand ... See more keywords
The Impact of Brand Authenticity on Building Brand Love: An Investigation of Impression in Memory and Lifestyle-Congruence
Sign Up to like & getrecommendations! Published in 2018 at "International Journal of Hospitality Management"
DOI: 10.1016/j.ijhm.2018.03.005
Abstract: Abstract This study investigates how brand authenticity perceptions, impression in memory, lifestyle-congruence, and brand love interrelate with one another. It also examines the moderating effect of the need for uniqueness in the luxury hotel setting.… read more here.
Keywords: memory lifestyle; brand; authenticity; impression memory ... See more keywords
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
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
Brand Authenticity: A 21-Year Bibliometric Review and Future Outlook
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DOI: 10.1177/21582440241268847
Abstract: Brand Authenticity plays a crucial role in marketing activities. Over the past two decades, considerable progress has been made in the academic research on Brand Authenticity. However, a more comprehensive investigation on this subject still… read more here.
Keywords: brand authenticity; authenticity; analysis; marketing ... See more keywords
Crafting Inconspicuous Luxury Brands Through Brand Authenticity in China
Sign Up to like & getrecommendations! Published in 2022 at "Frontiers in Psychology"
DOI: 10.3389/fpsyg.2022.826890
Abstract: Currently, we are witnessing a trend toward subtle or absent hints of luxury, reflecting the rise of inconspicuousness. We seek to address why and how Chinese luxury brand managers, instead of matching conspicuous branding of… read more here.
Keywords: luxury; luxury brands; brand; brand authenticity ... See more keywords