Impact of brand authenticity on word-of-mouth for tourism souvenirs

Impact of brand authenticity on word-of-mouth for tourism souvenirs

Although prior studies have shown that consumers who perceive brand authenticity are more likely to spread word-of-mouth (WOM) recommendations, the underlying explanatory mechanism in the context of souvenir products in tourism remains unclear. To fill this gap, this study presents a hypothetical fr...

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Bibliographic Details
Main Authors: Shoji Tanaka, Changju Kim, Hiroyuki Takahashi, Akihiro Nishihara
Format: Article
Language:English
Published: Taylor & Francis Group 2024-12-01
Series:Cogent Business & Management
Subjects:
brand authenticity
word-of-mouth
company’s commitment to the brand’s roots
craftsman passion
tourism
food souvenir
Online Access:https://www.tandfonline.com/doi/10.1080/23311975.2023.2290222

Internet

https://www.tandfonline.com/doi/10.1080/23311975.2023.2290222

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