The role of online channel in influencing perceived firm size and brand authenticity in international marketing

Felix Septianto, Arnold Japutra, Pragea Putra, Tyson Ang

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

Abstract

Purpose: This research investigates the role of marketing channel selection in influencing brand authenticity and purchase likelihood in the international marketing domain. Further, perceived firm size is identified as a mediator in this regard. The moderating role of consumer skepticism is also considered. Design/methodology/approach: Three experimental studies were carried out across three different markets (India, the US and the UK) in the context of South Korean brands. Findings: The findings demonstrate that firms utilizing (only) online channels are perceived to be smaller than those that utilize hybrid channels (i.e. both online and physical stores) or offline channels (i.e. physical stores). When consumers perceive firms to be smaller, they also report higher levels of brand authenticity, which in turn increases their purchase likelihood. Further, this effect is weaker among consumers with high levels of skepticism. Originality/value: The findings of the present research contribute to the international marketing literature by demonstrating how consumers perceive online marketing channels, the role of marketing channel selection in driving brand authenticity, as well as providing managerial implications on how to promote products in the international market.

Original languageEnglish
Pages (from-to)246-264
Number of pages19
JournalInternational Marketing Review
Volume40
Issue number2
DOIs
Publication statusPublished - 11 Apr 2023

Keywords

  • Brand authenticity
  • Firm size
  • Marketing channel
  • Online

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