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Keywords: Perceived brand authenticity
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Journal Articles
International Journal of Emerging Markets (2023) 18 (3): 685–704.
Published: 10 May 2021
...Asif Ali Safeer; Yuanqiong He; Yuanyuan Lin; Muhammad Abrar; Zubair Nawaz Purpose In the modern era, brand authenticity is one of the most powerful positioning strategies for sustainable business growth. This study investigated the impacts of perceived brand authenticity dimensions (i.e., quality...
