Engaging customers through brand authenticity perceptions: The moderating role of self-congruence
V Kumar, AK Kaushik - Journal of Business Research, 2022 - Elsevier
In a quest to investigate whether perceptions of authenticity can engage consumers with
brands, the present study examines the influence of perceived brand authenticity (PBA) on …
brands, the present study examines the influence of perceived brand authenticity (PBA) on …
Engaging customers through brand authenticity perceptions: The moderating role of self-congruence
V Kumar, AK Kaushik - Journal of Business Research, 2022 - econpapers.repec.org
In a quest to investigate whether perceptions of authenticity can engage consumers with
brands, the present study examines the influence of perceived brand authenticity (PBA) on …
brands, the present study examines the influence of perceived brand authenticity (PBA) on …
Engaging customers through brand authenticity perceptions: The moderating role of self-congruence
V Kumar, AK Kaushik - Journal of Business Research, 2022 - ideas.repec.org
In a quest to investigate whether perceptions of authenticity can engage consumers with
brands, the present study examines the influence of perceived brand authenticity (PBA) on …
brands, the present study examines the influence of perceived brand authenticity (PBA) on …