The role of online channel in influencing perceived firm size and brand authenticity in international marketing
通过三个实验（印度、美国、英国）研究韩国品牌，发现仅用在线渠道的企业被感知为规模更小，进而提升品牌真实性和购买意愿，但高怀疑消费者中此效应减弱。
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.