Perceived Brand Authenticity as the Answer to Global Crises
European Management Studies, 2023 Purpose: The aim of the article is to assess the impact of perceived brand authenticity and its different dimensions on the brand choice of young consumers. Design/methodology/approach: The experiment was applied in the study.
Magdalena Grębosz-Krawczyk
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Forum Scientiae Oeconomia, 2023 Recently, there has been increasing interest in brand authenticity and brand value in management theory and practice. However, there are few empirical research papers examining the relationship between brand authenticity and brand value.
Hanna Gorska-Warsewicz
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Effect of digital brand experience on luxury fashion brand authenticity, attachment and loyalty
South African Journal of Business Management, 2023 Purpose: The visual storytelling feature of Instagram provides luxury fashion brands with an appropriate platform to enhance their online presence and identity to build a greater connection with their audiences.
Fan-Lu Lin, Te-Hsing Ku
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Exploring the Influence of Green Transparency on the Purchase Intention of Green Products [PDF]
Journal of Emerging Trends in Marketing and Management, 2020 The issue of greenwashing has raised consumers’ suspicion towards green brands and created a negative impact on the authenticity of green brands (Chen and Chang, 2013). There has also been a growing demand for green brand authenticity at a broader level,
GEN LI, Amir Homayounfard, Maged A A Ali
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The Role of Brand Authenticity on Brand Equity of Football Clubs with the Mediating Role of Brand Personality [PDF]
Annals of Applied Sport Science, 2021 Background. The brand equity is raised as one key subject in founding the value creation for the brand. Nowadays, the sports managers are searching for creating a very powerful brand and favorable for their own organizations obtaining one long term and ...
Akbar Mohammadi Argi +3 more
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Enhancing the Customer Brand Engagement through Brand Authenticity: The Mediating Role of Marketing Agility [PDF]
Mağallaẗ Rāyaẗ Al-Dawliyyaẗ Lil ʿulūm Al-TiğāriyyaẗThe study primary purpose is to determine the nature of the relationship between brand authenticity (BA) and customer brand engagement (CBE), Moreover, identifying the nature of the relationship between brand authenticity and marketing agility (MA),in ...
إيمان حسانين السيد طه +2 more
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Investigating the Psychometric Properties of the Sport Brand Authenticity Scale
Research in Sports Science, 2023 The aim of this study was to test the validity and reliability of the Sports Brand Authenticity Scale adapted for Turkish culture. A total of 256 volunteers comprising 118 females and 138 males participated in the study.
Mehmet Hocaoğlu
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Sport Brand Authenticity: Scale Development and Validation [PDF]
Cheyuk gwahag yeon-gu, 2022 PURPOSE This study aimed to identify the dimensions of sport brand authenticity and to develop a valid and reliable scale for measuring such dimensions.
Jekyung Lee, Joonho Kang
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The Relationship between Brand Authenticity and Brand Evangelism: An Empirical Study on Athletes Sports Shoes” [PDF]
المجلة العلمية للدراسات والبحوث المالية والتجارية, 2023 This study aims to investigate the direct relationship between brand authenticity (BA) and brand evangelism (BE) among athletes’ sports shoes. The study employed a deductive approach and a quantitative research method. An online questionnaire was used to
Weam Ali Mahmoud Yousef El-Naghi +2 more
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THE IMPACT OF BRAND EXPERIENCE AND AUTHENTICITY ON WORD-OF-MOUTH AND RECOMMENDATION INTENTIONS: A PARALLEL MEDIATION ANALYSIS USING PLS-SEM [PDF]
Journal of Applied Structural Equation ModelingThis study examines the influence of brand experience and authenticity on word-of-mouth (WOM) communication and recommendation intentions among Millennials and Generation Z in Indonesia, focusing on local specialty food products.
Yasri Yasri +3 more
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