..., consumers (of Generation Y) from five Asian countries contributed to this study, and data collected from 427 Asian millennials on global brands. Findings The results analysis revealed that perceived brand authenticity dimensions significantly impacted brand love, which positively affected Asian...

... limitations/implications A convenience sample was used and caution must be taken when generalizing findings from this study. Managers of global brands must meet consumers' expectations in terms of the quality of their brands and may highlight the prestige associated to them. Low ethnocentric consumers favor...