2020
DOI: 10.1108/jpbm-09-2020-010
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Cited by 2 publications
(1 citation statement)
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“…, 2010; Wang and Griskevicius, 2014). Past research also identifies brand authenticity as an antecedent of important marketing outcomes (Moulard and Punders, 2020). Consumers perceive a line extension as authentic when it preserves and sustains the uniqueness, originality, heritage, values and essence of the parent brand (Osorio et al.…”
Section: Introductionmentioning
confidence: 99%
“…, 2010; Wang and Griskevicius, 2014). Past research also identifies brand authenticity as an antecedent of important marketing outcomes (Moulard and Punders, 2020). Consumers perceive a line extension as authentic when it preserves and sustains the uniqueness, originality, heritage, values and essence of the parent brand (Osorio et al.…”
Section: Introductionmentioning
confidence: 99%