...Juliann Allen; Sabinah Wanjugu Purpose The research aims to examine the influence of an organization’s perceived authenticity on the relationship between a firm’s inclusivity values and commercialization of LGBTQ support and the outcomes of trust, attitude toward the firm and purchase intention...

...Candice R. Hollenbeck; Vanessa M. Patrick Purpose Actively promoting a brand as inclusive can backfire when it is seen as flaunting a socially conscious façade. One way marketers can authentically scale-up brand inclusion is to cultivate a strong dialogic relationship with the brand community...

... like a brand’s positioning and symbolic weight. The research highlights how authentic brand integration into song lyrics creates deep, lasting connections with listeners, contrasting with superficial mentions. It also reveals that consumer perceptions are shaped by personal experiences, leading...

.... Through a pilot study (n = 334) and a main study (n = 352), the research examines the interactive effects of influencer and product type on brand attitude and purchase intentions. Hypotheses were developed and tested using moderating mediation models centered on authenticity and product...

...Alexandra Kirkby; Carsten Baumgarth; Jörg Henseler Purpose This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial intelligence (AI)-generated or human-written. Design...

... strategy and values. Perceived authenticity is key. Research limitations/implications Future studies should aim at broader generalizability and should address various industries. Practical implications Differentiating a brand through a sociopolitical stance requires a strategic approach. Brand...

...Sunghee Jun; Jisu Yi Purpose This paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of influencer brands and investigates how it affects influencer authenticity, emotional attachment...

... Textual analysis of the focus groups revealed that consumers follow celebrities on social media to obtain career and personal information about the celebrity. Further, authenticity and emotional attachment were identified as favorable aspects of following celebrities on social media. An empirical study...

... at different levels and of different quality ranging from poor to excellent. Counterfeits possess mainly social meanings , whereas authentic luxury goods may also operate on a personal level. However, consumers do not perceive luxury and counterfeit branded products as counterparts; counterfeits can...