Table 1 Keywords identification... | Emerald Publishing

Table 1

Keywords identification

Dimension	Items description	Main keywords	Reference	All keywords used in software search query
Quality commitment	It refers to the quality-related attributes of the brand and its commitment to meet consumers’ standards (e.g. the brand is committed to retaining long-lasting quality standards; only the finest ingredients/materials are used in the manufacture of this brand)	“quality” “finest”	Napoli et al. (2014), Oh et al. (2019)	quality, qualità, qualité, qualit, calidad, Qualität, finest, feinste, miglior, meilleur, lo mejor
Heritage	It refers to the way in which brand exudes a sense of tradition and how consumers perceive a brand to be true toward its history. It is also tied to the connection with an historical period in time, culture and/or specific region	“history” “heritage” “tradition” “culture”	Morhart et al. (2015), Napoli et al. (2014)	heritage, histor, tradition, cultur, patrimonio, patrimoine, histoire, Erbe, Geschichte, Kultur, storia, tradizion, tradición
Originality	It refers to particularities, individualities and innovativeness of brands and represents a lever of distinction towards competitors (e.g. the way the brand fulfils its brand promise is unique)	“original” “unique”	Bruhn et al. (2012), Schallehn et al. (2014), Tran and Keng (2018)	original, unique, unic, originell
Virtue	It refers to the perception of the brand acting with integrity, caring about the customer or staying true to moral values (e.g. a brand true to a set of moral values; a brand that possesses a clear philosophy that guides the brand promise)	“honesty” “morality” “values” “philosophy”	Morhart et al. (2015), Schallehn et al. (2014), Tran and Keng (2018)	moralità, moral, philosophy, honesty, onestà, filosofia, Philosophie, honnêteté, honestidad, Ehrlichkeit, Moral, mœurs, moralité, moralidade, moralidad, valor, values, valores, valeurs, Werte*
Symbolism	It refers to a brand acquisition of an identity and meaning as a symbol of cultural values and moral norms linked to cultures, time, places and communities (e.g. the communication activities of this brand focus on: locality and country of origin)	“community” “local” “Country of origin”	Morhart et al. (2015), Tran and Keng (2018)	local, locale, lokales, comunità, community, Gemein, comunidad, comunidade, communauté, Italia, Italian, UK, England, English, français, France, español, españa, português, portugal, deutsche*, deutschland
Aesthetic	It refers to the perception of consumers to obtain aesthetic or sensory pleasure from the ownership of the branded goods (e.g. authenticity of this brand means aesthetic and the authenticity is considered as prestige of this brand)	“aesthetic” “beauty” “prestige”	Tran and Keng (2018)	aesthetic, prestige, prestigio, prestige, Ästheti*, esthétique, estética, prestígio, prestigio, prestigeträchtig, renommierte, prestigieux, prestigieuse, prestigious, bellezza, beauty, beauté, beleza, Schönheit, belleza

Dimension	Items description	Main keywords	Reference	All keywords used in software search query
Quality commitment	It refers to the quality-related attributes of the brand and its commitment to meet consumers’ standards (e.g. the brand is committed to retaining long-lasting quality standards; only the finest ingredients/materials are used in the manufacture of this brand)	“quality”“finest”	Napoli et al. (2014), Oh et al. (2019)	quality, qualità, qualité, qualit, calidad, Qualität, finest, feinste, miglior, meilleur, lo mejor
Heritage	It refers to the way in which brand exudes a sense of tradition and how consumers perceive a brand to be true toward its history. It is also tied to the connection with an historical period in time, culture and/or specific region	“history”“heritage”“tradition”“culture”	Morhart et al. (2015), Napoli et al. (2014)	heritage, histor, tradition, cultur, patrimonio, patrimoine, histoire, Erbe, Geschichte, Kultur, storia, tradizion, tradición
Originality	It refers to particularities, individualities and innovativeness of brands and represents a lever of distinction towards competitors (e.g. the way the brand fulfils its brand promise is unique)	“original”“unique”	Bruhn et al. (2012), Schallehn et al. (2014), Tran and Keng (2018)	original, unique, unic, originell
Virtue	It refers to the perception of the brand acting with integrity, caring about the customer or staying true to moral values (e.g. a brand true to a set of moral values; a brand that possesses a clear philosophy that guides the brand promise)	“honesty”“morality”“values”“philosophy”	Morhart et al. (2015), Schallehn et al. (2014), Tran and Keng (2018)	moralità, moral, philosophy, honesty, onestà, filosofia, Philosophie, honnêteté, honestidad, Ehrlichkeit, Moral, mœurs, moralité, moralidade, moralidad, valor, values, valores, valeurs, Werte*
Symbolism	It refers to a brand acquisition of an identity and meaning as a symbol of cultural values and moral norms linked to cultures, time, places and communities (e.g. the communication activities of this brand focus on: locality and country of origin)	“community”“local”“Country of origin”	Morhart et al. (2015), Tran and Keng (2018)	local, locale, lokales, comunità, community, Gemein, comunidad, comunidade, communauté, Italia, Italian, UK, England, English, français, France, español, españa, português, portugal, deutsche*, deutschland
Aesthetic	It refers to the perception of consumers to obtain aesthetic or sensory pleasure from the ownership of the branded goods (e.g. authenticity of this brand means aesthetic and the authenticity is considered as prestige of this brand)	“aesthetic”“beauty”“prestige”	Tran and Keng (2018)	aesthetic, prestige, prestigio, prestige, Ästheti*, esthétique, estética, prestígio, prestigio, prestigeträchtig, renommierte, prestigieux, prestigieuse, prestigious, bellezza, beauty, beauté, beleza, Schönheit, belleza