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 perceived authenticity of online-only brands (OOBs) (i.e. retail trade exclusively online) from a consumer's perspective. Past frameworks exist in branding literature but consistently focus on contexts beyond e-commerce settings like OOBs. Design/methodology/approach We employed mixed-method research design, consisting quasi-qualitative and quantitative studies with online customers, establish for Our work has theory testing building components. Findings identify five consumers' They “honesty”, “connection”, “continuity”, “craftsmanship” “accessibility”. Representing by multiple factors, serves as most dimension followed Often being considered incompatible authenticity, we find accessibility particularly relevant context It describes “convenient” “affordable” aspects OOBs, which typically serve unique selling propositions. Originality/value confirms utility established This highlights consumers hold some consistent image between non-online brands. also reveals neglected literature, suggesting more up-to-date perspective is needed when studying