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Keywords: Online branding
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Journal Articles
Perceived authenticity of online-only brands (OOBs): a quali-quantitative study with online consumers
Available to Purchase
International Journal of Retail & Distribution Management (2021) 49 (7): 1045–1066.
Published: 29 April 2021
... of OOBs, which typically serve as unique selling propositions. Originality/value Our work confirms the utility of established dimensions to define consumers' perceived authenticity of OOBs. This highlights that consumers hold some consistent authenticity image between non-online and online brands. Our...
