Perceived Brand Authenticity as the Answer to Global Crises
Purpose: The aim of the article is to assess the impact of perceived brand authenticity and its different dimensions on the brand choice of young consumers. Design/methodology/approach: The experiment was applied in the study. A sample of 180 Polish young respondents from Lodz region participated...
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| Автор: | |
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| Формат: | Artigo |
| Мова: | Inglês |
| Опубліковано: |
University of Warsaw
2023-01-01
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| Серія: | European Management Studies |
| Предмети: | |
| Онлайн доступ: | https://press.wz.uw.edu.pl/ems/vol21/iss3/1 |
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