Results 261 to 270 of about 640,084 (284)
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THE DYNAMICS OF BRAND AUTHENTICITY
Global Marketing Conference Proceeding, 2014openaire +1 more source
An empirical examination of human brand authenticity as a driver of brand love
Journal of Business Research, 2023exaly
Combining Globalness and Authenticity: How Global Brands Benefit From Authentic Brand Stories
2015Practice and literature propose brand authenticity to represent a new business imperative of the 21st century. While small and local brands represent the embodiment of authentic brands, global brands increasingly link their brand communication to time, place, and history to induce authentic perceptions.
openaire +1 more source
The role of brand authenticity in developing brand trust
Journal of Strategic Marketing, 2019Russell Abratt
exaly