...Vikas Kumar Purpose Brand stereotypes offer innumerable benefits to brands and consumers. To further enhance the understanding of brand stereotypes, current research examines the stereotype content model to explore perceived brand authenticity (PBA) as the driver and customer engagement with brand...

...Vikas Kumar; Vikrant Kaushal Purpose Engaging consumers with brands to generate multiple benefits has become critical for the firms. In this direction, this paper aims to study perceived brand authenticity’s role in engendering online brand community engagement. Brand commitment and positive word...

... heritage and nostalgia. Further, it explores CBE and PBO as the potential outcomes of PBA. Perceived brand authenticity Brand heritage Brand nostalgia Consumer brand engagement Psychological brand ownership Attribution theory explains how individuals interpret and attribute things...