Twenty‐five productive years have passed since the late Barbara Stern called for marketing
scholars to take the topic of brand authenticity into consideration. Brand authenticity is now …

Marketing managers and creatives alike believe that authenticity is an essential element for
effective advertising. However, no common understanding of authenticity in advertising …

The concept of authenticity informs a number of central topics in management studies. On
the surface, it might seem that a consensus exists about its meaning; there is indeed …

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 …

Postmodern consumers use brands to create an authentic self and to reconnect to place,
time, culture and others. Although previous research has identified that consumers draw on …

Responsible consumption conventionally stems from an increased awareness of the impact
of consumption decisions on the environment, on consumer health, and on society in …

Marketing inherited a model of exchange from economics, which had a dominant logic
based on the exchange of “goods,” which usually are manufactured output. The dominant …

This article provides a synthesizing overview of the past 20 yr. of consumer research
addressing the sociocultural, experiential, symbolic, and ideological aspects of …

Retro brands are relaunched historical brands with updated features. The authors conduct a
“netnographic” analysis of two prominent retro brands, the Volkswagen New Beetle and Star …

Although consumer demand for authentic market offerings has often been mentioned in
consumer research, the meaning of the term “authentic” has not been sufficiently specified …