...Chao Fan; Feng Jiang; Jun Yi Jia; Yi Wei Purpose Although authenticity is regarded as a crucial factor in promoting the international marketing of brands, the lack of a precise understanding of authenticity may lead to certain negative effects in its practical application. This paper aims...

...Matteo Corciolani Purpose This article explores brand positioning and authenticity within the global-local continuum, utilizing the evolution of the Italian rock band, Måneskin, as a case study. Design/methodology/approach Employing Greimas’s (1987) semiotic framework, I analyze social media...

... view products sold by independent firms as warmer and more authentic than products sold by non-independent firms in hedonic but not in utilitarian product categories, (3) the positive effects of firm independence on product craftmanship and warmth are neutralized for vertically collectivist cultures...