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The mediating role ...
The mediating role of perceived brand authenticity between brand experience and brand love : a cross-cultural perspective
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- Rodrigues, Clarinda (author)
- Linnéuniversitetet,Institutionen för marknadsföring och turismvetenskap (MTS)
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- Brandao, Amelia (author)
- Univ Porto, Portugal
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- Billore, Soniya, 1972- (author)
- Linnéuniversitetet,Institutionen för marknadsföring och turismvetenskap (MTS)
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- Oda, Tetsuhisa (author)
- Aichi Inst Technol, Japan
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(creator_code:org_t)
- Springer, 2024
- 2024
- English.
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In: Journal of Brand Management. - : Springer. - 1350-231X .- 1479-1803. ; 31, s. 293-309
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Abstract
Subject headings
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- This research investigates the mediating role of perceived brand authenticity (PBA) between brand experience (BE) and brand love (BL) of global high-tech brands Apple and Samsung. A quantitative study was conducted in Japan, India, and Portugal. The research found evidence that PBA is a multidimensional, reflective-formative higher-order construct composed of two lower-order components namely PBA Core and PBA Peripheral. The findings also contribute to understand how consumers are impacted by different BE and PBA dimensions using the lens of consumer culture theory and how BL is formed as a social-cultural phenomena. Finally, the study demonstrates for the first time that relationship intensity and self-authenticity moderate the effect of BE on PBA. Although limited to three countries and high-tech brands, the findings are of relevance to global brands by raising awareness that culture plays a key role in how consumers perceive authentic brand experiences and how passionate feelings for global brands can be strengthened.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- Perceived brand authenticity
- Brand experience
- Brand love
- Business administration
- Företagsekonomi
Publication and Content Type
- ref (subject category)
- art (subject category)
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