Brand authenticity versus brand reputation: Automobile sector
The current study aims to analyze the effect of both brand authenticity and brand reputation on brand attachment considering the automotive sector. A sample of 376 participants, members of car brand communities, collaborate in a survey. Findings reveal that the perception of authenticity could be mo...
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| Format: | conferenceObject |
| Language: | eng |
| Published: |
2021
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| Online Access: | http://hdl.handle.net/10071/23294 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/23294 |