... modeling and sentiment analysis. Study 2 demonstrated that prior brand purchase experience moderates the relationship between designer type (AI vs human) and consumer evaluations via perceived brand authenticity. Specifically, consumers without prior experience perceived AI-designed products as less...

...Yiran Deng; Xianliang Wang; Dandan Li Purpose The study aims to delve into the interactive relationships among brand authenticity, brand attachment, brand trust and brand loyalty using the ERC authenticity framework, exploring the potential mechanisms and different configurations affecting brand...

... did not have a significant effect. This study also found that consumers’ brand experience positively influenced brand authenticity, while social presence positively moderated the relationship. Originality/value This study provides branding managers and scholars with a new reference point...

...Asif Ali Safeer; Yun Chen; Muhammad Abrar; Nilesh Kumar; Amar Razzaq Purpose The study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian...

...Asif Ali Safeer; Yuanqiong He; Muhammad Abrar Purpose This research investigates the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the Asian consumers' perspective. Design/methodology/approach...