Browsing Business, Dhillon School of by Author "Akbar, Mohammad Muzahid"

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  • Reconceptualizing brand authenticity and validating its scale 
    Akbar, Mohammad Muzahid; University of Lethbridge. Faculty of Management (Lethbridge, Alta. : University of Lethbridge, Faculty of ManagementManagement, 2016-06-13)
    Brand authenticity represents the integration of a brand’s perceived originality, honesty, quality, and admirability. In contemporary brand management, brand authenticity is considered to be a new customer consciousness, ...