Tanaka, Shoji; Kim, Changju; Takahashi, Hiroyuki; … - In: Cogent business & management 11 (2024) 1, pp. 1-20
Although prior studies have shown that consumers who perceive brand authenticity are more likely to spread word …. To fill this gap, this study presents a hypothetical framework that elucidates the mechanisms through which brand … theory. Through a survey conducted on a fictitious food souvenir brand in Uji City, Kyoto Prefecture, a prominent tourist …