Perceived authenticity of online-only brands (OOBs): a quali-quantitative study with online consumers

Purpose The present study examines the dimensions that are meaningful to define the perceived authenticity of online-only brands (OOBs) (i.e. retail brands that trade exclusively online) from a consumer's perspective. Past frameworks of perceived authenticity exist in the branding literature but consistently focus on contexts beyond e-commerce settings like OOBs. Design/methodology/approach We employed a mixed-method research design, consisting...