...Kosuke Mizukoshi; Hisashi Mari Purpose This study aims to clarify identity building and authenticity management in human brand research, focusing on inside operators managing corporate accounts on social media. Conventional human brand research analyzes online influencers, and there is a research...

... informants’ social media pages were analyzed to identify emergent themes. Findings Drawing on the theoretical work of Goffman’s (1971) self-presentation and Butler’s (1999) gender performance, this research highlights a pervading discourse of authenticity or the desire for Millennial social media users...

... brand names, including those that indicate authenticity of the brand’s origin, filling previously identified gaps in the literature on country of origin (COO) with regard to fast-consuming goods and low-involvement products such as beer, and exploring the issue of experiential consumption of beer...

...Lee Phillip McGinnis; Brian C. Glibkowski Purpose Unlike artists using sartorial flair and flamboyant identities to shock and engage audiences, Bruce Springsteen is relatable, stable, consistent and authentic. Based on qualitative interviews of Springsteen fans of various levels, it is suggested...

...Nilanjana Sinha; Himadri Roy Chaudhuri; Jie G. Fowler; Sitanath Mazumdar Purpose This paper aims to explore authenticity as a multidimensional construct from both consumer and service provider perspectives in the context of culturally themed restaurants in Kolkata, India. Design/methodology...

... and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development...