The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective

Asif Ali Safeer is a certified professional marketer (Asia) having over 13 years of diversified experience in international marketing, customer relationship management and branding in a multinational corporation. He also has more than five years teaching experience as a visiting faculty member in various public and private universities of Pakistan. He has published several research papers in renowned journals. Currently, he is a PhD research scholar at the School of Management, Huazhong University of Science and Technology, Wuhan, China. His research interests include global brand management, consumer behavior and international marketing.

Dr Yuanqiong He (corresponding author) is a professor at the School of Management, Huazhong University of Science and Technology, Wuhan, China. Currently, she is a visiting professor at the University of Maryland, the USA. Before that she was also a visiting professor at the University of Western Ontario, Canada, and the City University of Hong Kong. She has published several research papers in prestigious journals. Her research interests include service innovation and service management, corporate social responsibility, brand management, consumer behavior, customer value and business model innovation.

Dr Muhammad Abrar is an associate professor at Lyallpur Business School, Government College University Faisalabad, Pakistan. He has published several research papers in prestigious journals. His research interests include consumer behavior, brand management and green marketing, knowledge sharing and intellectual performance.