To read this content please select one of the options below:

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

Felix Septianto (The University of Queensland, Saint Lucia, Australia)
Arnold Japutra (The University of Western Australia, Perth, Australia) (Universitas Indonesia, Depok, Indonesia)
Pragea Putra (The University of Auckland, Auckland, New Zealand)
Tyson Ang (Keller Williams Realty Inc., Austin, Texas, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 15 December 2022

Issue publication date: 11 April 2023




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.


Three experimental studies were carried out across three different markets (India, the US and the UK) in the context of South Korean brands.


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.


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.



Septianto, F., Japutra, A., Putra, P. and Ang, T. (2023), "The role of online channel in influencing perceived firm size and brand authenticity in international marketing", International Marketing Review, Vol. 40 No. 2, pp. 246-264.



Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles