About this document

Journal of Product & Brand Management: Article Information by 2454012102hoang is a document available to read on EtoBox.

This paper develops a model of brand authenticity, exploring its antecedents and effects, particularly its positive impact on brand trust. It identifies consistency, continuity, and individuality as key drivers of perceived brand authenticity, with findings suggesting that consistency and continuity are more critical than individuality. The research highlights the importance of authenticity in fostering trust in brand-consumer relationships amidst increasing brand competition and consumer skepticism.

Author

2454012102hoang

Language

EN