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 … authenticity influences positive WOM and identifies the boundary condition that enhances its effects, drawing on consumer inference … destination in Japan, we confirm that a company's commitment to the brand's roots, as inferred from brand authenticity, mediates …
