... to examine that effect through brand authenticity and self-brand congruity, with social comparison orientation tested as a boundary condition. Design/methodology/approach Three between-subjects experiments (n = 625) with social media users compare JOMO-oriented against non-JOMO-oriented...

... by brands’ communication strategies. Findings AI disclosures significantly reduced consumers’ behavioral intentions on social media. This effect was driven by declines in perceived brand authenticity and humanness. Brand personification mitigated the reduction in perceived brand humanness but did...

... purpose is interpreted and evaluated. 27 11 2025 31 03 2026 28 05 2026 28 05 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Brand purpose Brand authenticity Co-creation Community attachment Consumer behavior...

...Daeun Chloe Shin; Byoungho Ellie Jin Purpose For a digital fashion startup, being acquired by a large company can be a viable growth strategy, but consumers may view it as a departure from the startup’s original identity and question its commitment to core values, its perceived brand authenticity...

... 09 2024 15 12 2024 01 03 2025 © 2025 Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Emotions Communication Music Brand Brand meaning Marketing strategies Brand authenticity Authenticity Cultural influence Music...

...Wei Xu; Changgui Gao; Xiaoqi Zhang; Li Wang Purpose This study aims to adopt the perspective of yin-yang thinking to determine the dual mediating effect of brand heritage and brand innovation on extended product purchase intentions through brand authenticity and customer inspiration. Given...

... 08 07 2023 28 08 2023 27 09 2023 12 10 2023 19 10 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only B2B Brand conscientiousness CSR Sustainability Sociopolitical activism Brand authenticity Corporate social...

... Brand authenticity Qualitative research Closure Brand inauthenticity Narrative brands Narrative ending Brand authenticity is a crucial aspect of understanding brands (Moulard et al., 2021 ; Osorio et al., 2022) and determining the strength of a consumer–brand relationship...

... between family and non-family firms. The authors expect that who is telling the underdog story impacts consumers’ attitude toward the brand in terms of brand authenticity and trustworthiness perceptions. Design/methodology/approach The authors conducted an online experiment with a 2 × 2 between...

...Feisal Murshed; Abhishek Dwivedi; Tahmid Nayeem Purpose This study aims to demonstrate that brand experiences can influence perceived brand authenticity, and perceived quality mediates this link. The proposed nomological net also assesses the impact of perceived quality and brand authenticity...

... intentions through the mediated effects of social media engagement and perceptions of brand authenticity and how a family brand identity enhances this post-to-purchase journey. Design/methodology/approach Drawing on signalling theory, a sequential mediation model is devised, reflecting the post...

... attitudes and purchase intentions towards internet celebrity self-brands by integrating cognitive consistency theory, cue utilisation theory and the literature on brand authenticity and celebrity involvement. Design/methodology/approach Two sub-samples of different social media brand communities were...

...Augusto Bargoni; Jacopo Ballerini; Demetris Vrontis; Alberto Ferraris Purpose This paper aims to explore the impact of brand authenticity dimensions (i.e. aesthetic, symbolism, heritage, originality, quality commitment and virtue) on consumer engagement in the context of social media. This study...

... in influencing consumer responses and the underlying mechanisms. The findings also expand to the literature on brand transparency and brand authenticity. Jing Yang can be contacted at: jyang13@luc.edu 21 03 2020 11 08 2020 30 09 2020 22 10 2020 24 10 2020 © Emerald...

... equation modeling method, this study explored, first, the influence of top football players’ personal brand authenticity on consumers’ identification with these football players, and second, how this identification may lead to enhancing loyalty to the football discipline. Finally, it verified how...

...-use rights only Attachment Narratives Brand relationship Narrative transportation Parasocial relationship Brand authenticity Human brand Brand persona Celebrity brand I’m not a businessman. I’m a business, man.– Jay-Z, Diamonds from Sierra Leone (Remix) Celebrities hold...

... local iconness is positively related to brand credibility, and this relationship is stronger for domestic than global brands. The role of perceived brand authenticity. Brand authenticity is defined as a subjective evaluation of genuineness that consumers ascribe to a brand (Napoli...

...Yufan Jian; Zhimin Zhou; Nan Zhou Purpose This paper aims to improve knowledge regarding the complicated relationship among brand cultural symbolism, consumer cultural involvement, brand authenticity and consumer well-being. Although some literature has mentioned the relationship between the above...

... to investigate how aspects of a CSR campaign affect consumers’ perceptions of brand authenticity, brand attitudes and CSR attitudes. Design/methodology/approach This research is based on a 2 (brand image: sustainable vs disposable brand) × 2 (message source: brand website vs news article) between-subjects...

...Hyunjoo Oh; Paulo Henrique Muller Prado; Jose Carlos Korelo; Francielle Frizzo Purpose This paper aims to explore the impact of brand authenticity on forming self-reinforcing assets (enticing-the-self, enriching-the-self and enabling-the-self), which subsequently influence the brand-self...