The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands

Exploring antecedents of destination brand engagement of tourists: The roles of destination brand experience and destination brand authenticity.

“…Brand experience and brand authenticity nexus can be understood through Heider's (1958) attribution theory, which suggests that individuals' perceptions of the motives behind their previous actions shape their future behavior and responses. Human experience enables us to distinguish between internal and external triggers, facilitating comprehension of implications and anticipation of experiential occurrences (Amer et al, 2023). Rodrigues et al (2023) assert that each consumer interaction with a brand presents a chance to differentiate it from competitors and enhance its bond with customers.…”