Amidst a rapidly changing marketplace, sharp behavioral changes, and increased social
media usage, brand authenticity, already an important attribute, has become an essential …

In an investigation of social media ad endorsers' successful effects, this study examines
congruity effects between endorser type (celebrity vs. social media influencer [SMI]) …

Social media influencers are increasingly approached by marketers to advocate brands and
products. This practice is commonly called 'influencer marketing'. Influencers can take …

Excessive marketing competition among brands has recently increased consumer demand
for brand authenticity. Brand authenticity has become a precondition for successful business …

Purpose The purpose of this paper is to systematically review authenticity in the branding
context and suggest avenues for future research. Design/methodology/approach This study …

Previous research on the sports marketing of global brands has focused mainly on the
sponsorship of sporting events and the endorsement of products by athletes. This study …

Regulation of food systems exists to ensure safety and enhance consumer confidence in the
food which they purchase and consume. However, some regulatory systems fail to instil …

Purpose The purpose of this research is to investigate the millennial consumers' purchasing
behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity …

Literature has reported that store-level information is crucial in determining consumer
engagement with green stores. This study examines the effects of in-store (green) …

Purpose This paper aims to improve knowledge regarding the complicated relationship
among brand cultural symbolism, consumer cultural involvement, brand authenticity and …