... Emerald Publishing Limited Licensed re-use rights only Brand image Fake news Denialism Brand protection Brand safety False advertising Health and beauty advertising Information transparency “Eat your Spinach; it’s high in Iron.” Most people have heard something along...

... between managers and brand stakeholders to complement conventional approaches to control counterfeiting based on traditional product branding. Originality/value This paper contributes to the growing body of counterfeiting and brand protection literature by adapting and applying contemporary...