Perceived authenticity of online-only brands (OOBs): a quali-quantitative study with online consumers
Research output: Contribution to journal › Article › peer-review
Design/methodology/approach – We employed a mixed-method research design, consisting of quasi-qualitative and quantitative studies with online customers, to establish the dimensions meaningful for the perceived authenticity of OOBs. Our work has theory testing and building components.
Findings – We identify five dimensions that are meaningful to define consumers’ perceived authenticity of OOBs. They are ‘honesty’, ‘connection’, ‘continuity’, ‘craftsmanship’ and ‘accessibility’. Representing by multiple factors, ‘craftsmanship’ serves as the most meaningful dimension followed by ‘accessibility’. Often being considered incompatible with perceived authenticity, we find accessibility particularly relevant to the context of OOBs. It describes the ‘convenient’ and ‘affordable’ aspects of OOBs, which typically serve as unique selling propositions.
Originality/value - Our work confirms the utility of established dimensions to define consumers’ perceived authenticity of OOBs. This highlights that consumers hold some consistent authenticity image between non-online and online brands. Our work also reveals the accessibility dimension being neglected by the branding literature, suggesting a more up-to-date perspective is needed when studying consumers’ perceived authenticity of OOBs.
|Journal||International Journal of Retail and Distribution Management|
|Publication status||Accepted for publication - 1 Apr 2021|
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Accepted author manuscript (Post-print), 615 KB, PDF document
Due to publisher’s copyright restrictions, this document is not freely available to download from this website until: 1/01/50