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Keywords: Perceived brand authenticity
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (7): 893–907.
Published: 17 September 2025
... social sustainability of brands affects brand evangelism, mediated by perceived brand authenticity. Drawing on the self-determination theory, altruism is tested as the boundary condition for the mediating relationship. Design/methodology/approach To validate the proposed theoretical effects...
