FROM PERCEPTION TO LOYALTY: EXPLORING THE IMPACT OF PERCEIVED BRAND AUTHENTICITY ON CONTINUOUS PURCHASE INTENTION

Access to information has changed how consumers interact with brands, as they can learn more about a brand's authenticity, impacting their intention to repurchase the brand. Therefore, this study explores how perceived brand authenticity affects continuous purchase intention and examines the me...

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Bibliographic Details

Published in:	DeReMa (Development Research of Management): Jurnal Manajemen
Main Authors:	Juwita Djaruma, Keni Keni
Format:	Article
Language:	English
Published:	Universitas Pelita Harapan 2024-09-01
Subjects:	perceived brand authenticity brand experience continuous purchase intention
Online Access:	https://ojs.uph.edu/index.php/DJM/article/view/8546