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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| Hlavní autor: | |
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| Médium: | Artigo |
| Jazyk: | Inglês |
| Vydáno: |
University of Warsaw
2023-01-01
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| Edice: | European Management Studies |
| Témata: | |
| On-line přístup: | https://press.wz.uw.edu.pl/ems/vol21/iss3/1 |
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