Any good idea about Brand Authenticity in Consumer Behavior Perspective?

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George S Spais

Read this paper. The topic seems very interesting for your dissertation:

Jian, Y., Zhou, Z., & Zhou, N. (2019). Brand cultural symbolism, brand authenticity, and consumer well-being: the moderating role of cultural involvement. Journal of Product & Brand Management.

Asif Ali Safeer

Thanks a lot sir

Thank you

Edison Jair Duque

Hi, see these papers as well:

Akbar, M. M., & Wymer, W. (2017). Refining the conceptualization of Brand Authenticity. Journal of Brand Management, 24(1), 14-32.

Pattuglia, S., & Mingione, M. (2017). Towards a new understanding of brand authenticity: seeing through the lens of Millennials. Sinergie, 103(May-Aug).

Oh, H., Prado, P. H. M., Korelo, J. C., & Frizzo, F. (2019). The effect of brand authenticity on consumer–brand relationships. Journal of Product & Brand Management, 28(2), 231-241.

ISO 690 Portal, S., Abratt, R., & Bendixen, M. (2018). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 1-16.

Dear Respected Dr. Edison Jair Duque, Thanks for your sincere advice.