Exploring the Impact of Authenticity of Foreign Brands on Host Country Consumers’ Purchase Be-haviors: The Mediating Role of Brand Legitimacy

https://hdl.handle.net/2381/30647075

journal contribution

posted on 2025-11-26, 16:05 authored by Chao Fan, Feng JiangFeng Jiang, Junyi Jia, Yi Wei

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History

Author affiliation

University of Leicester College of Business Management

Version

AM (Accepted Manuscript)

Published in

International Marketing Review

Publisher

Emerald

issn

0265-1335

eissn

1758-6763

Copyright date

2025

Publisher DOI

Notes

Embargo until publication

Language

en

Publisher version

https://www.emerald.com/imr

Deposited by

Dr Feng Jiang

Deposit date

2025-11-18

Usage metrics

University of Leicester Publications

Categories

Keywords

Authenticity Brand quality Brand identity expressiveness Country image Brand legitimacy

Licence

Exports