Results 231 to 240 of about 640,084 (284)

Cuteness conquest: how cuteness type and brand impression affect consumers' brand evaluation in social media. [PDF]

Front Psychol
Wang J, Zhou J, Shen J, Wang X.
europepmc   +1 more source

Authenticity in branding – exploring antecedents and consequences of brand authenticity

European Journal of Marketing, 2017
Purpose 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 build a
Schoenmüller, Verena, Schoenmueller, Verena, Fritz, Kristine, Bruhn, Manfred   +3 more
exaly   +4 more sources

Brand authenticity: An integrative framework and measurement scale [PDF]

Journal of Consumer Psychology, 2015
This article develops an integrative framework of the concept of perceived brand authenticity (PBA) and sheds light on PBA’s (1) measurement, (2) drivers, (3) consequences, as well as (4) an underlying process of its effects and (5) boundary conditions ...
Bianca Grohmann, Lucia Malar, Felicitas Morhart   +2 more
exaly   +3 more sources

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Authenticity attracts authenticity: The impact of brand authenticity and self-authenticity on brand loyalty

Journal of Brand Strategy, 2022
Consumers today seek authenticity, making brand authenticity an important component in marketing strategy. Despite the importance of brand authenticity, there is still very little research on how to effectively build it and what behavioural outcomes such an impact might produce.
Ryall Carroll, Fabienne T. Cadet, Luke Kachersky   +2 more
openaire   +1 more source

Investigating consumer–brand relational authenticity

Journal of Brand Management, 2014
This research furthers our understanding of brand authenticity by conceptualising and measuring relational authenticity as brands being true in their relationships with consumers.
Jasmina Ilicic, Cynthia Webster
exaly   +2 more sources

The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence

International Journal of Hospitality Management, 2018
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.
Aikaterini Manthiou, Sunghyup Sean Hyun
exaly   +2 more sources

Branding Authenticity

Tourism Analysis, 2010
This article explores the link between authenticity expectations and tourist satisfaction at heritage sites using a consumption model of authenticity. The population in focus is a subset of Generation Y in the US. In doing so, it offers important perspectives on strategic brand management for heritage sites so that proactive strategies can be ...
openaire   +1 more source

Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications

European Journal of Marketing, 2018
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 marketing communications on brand authenticity of fast-moving consumer goods.
Abhishek Dwivedi
exaly   +2 more sources