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Impact of perceived brand authenticity on consumer behavior: an evidence from generation Y in Asian perspective

International journal of emerging markets, v.18 no.3, 2023년, pp.685 - 704  

Safeer, Asif Ali ,  He, Yuanqiong ,  Lin, Yuanyuan ,  Abrar, Muhammad ,  Nawaz, Zubair

Abstract AI-Helper 아이콘AI-Helper

PurposeIn the modern era, brand authenticity is one of the most powerful positioning strategies for sustainable business growth. This study investigated the impacts of perceived brand authenticity dimensions (i.e., quality commitment, heritage, sincerity) on brand love to predict Generation Y's beha...

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