Oh, Hyunjoo; Prado, Paulo Henrique Muller; Korelo, Jose … - In: Journal of Product & Brand Management 28 (2019) 2, pp. 231-241
Purpose: This paper aims to explore the impact of brand authenticity on forming self-reinforcing assets (enticing-the-self, enriching-the-self and enabling-the-self), which subsequently influence the brand-self connectedness and consumers’ behavioral intentions. Design/methodology/approach:...