... authenticity perceptions online. Design/methodology/approach Through one randomized field experiment and four controlled lab experiments, this paper demonstrates the positive effect of written relational communication on perceived brand authenticity, reveals the underlying mechanism and outlines some...

... to situations where cause-related marketing is not used. Awareness marketing can also lead to higher brand authenticity and brand originality perceptions in some situations when compared to cause-related marketing incorporating a financial donation component or when no cause-related marketing is used. Brand...

...Paurav Shukla; N. Meltem Cakici; Dina Khalifa Purpose Extant research captures the signaling and attitudinal effects of luxury brand prominence strategy; however, little is known about the underlying mechanisms that drive this effect. This study aims to uncover brand authenticity and brand...

...Concepción Varela-Neira; Filipe Coelho; Zaira Camoiras-Rodríguez Purpose This paper aims to examine the relationship between the interaction of the social media manager’s customer orientation and the service climate perceived by supervisors, on the customer’s perception of brand authenticity...

... increases because of feelings of belongingness and greater brand authenticity when the service provider aligns with the retailer’s brand persona and store environment. Research limitations/implications While this study gets us closer to understanding how managers can leverage human capital in the retail...

...Abhishek Dwivedi; Robert McDonald 25 11 2016 10 09 2017 02 12 2017 19 02 2018 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Brand authenticity has emerged as a strategic imperative for many firms. The purpose...

... is to build a link between previous research on authenticity and thus gain a deeper understanding of the influencing factors of brand authenticity and its consumer outcomes. Design/methodology/approach Building on an extensive literature review, the authors identify various antecedents of brand...

... the authentic self) and consumer individual difference variables (i.e. brand engagement in self-concept [BESC] and personal authenticity). Design/methodology/approach Two experiments empirically test the effects of brand authenticity on emotional brand attachment. Experiment 1 considers the moderating roles...