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This study aims to demonstrate that brand experiences can influence perceived brand authenticity, and perceived quality mediates this link. The proposed nomological net also assesses the impact of perceived quality and brand authenticity on consumers’ loyalty intentions, a key consumer-level outcome.

A survey method based on data from a sample of 405 new car owners was used for empirical analysis. Structural equation modeling was performed to test the hypotheses.

The results provide broad support for the framework. All the direct effects and the key indirect effect are significant, as predicted.

As consumers are seeking brands that are genuine in its communication and behavior, building authenticity will be crucial to engage customers and create meaningful social values.

This work develops a framework and empirical evidence of how experiential marketing can contribute to brand authenticity directly and through perceived quality.

The current advancements in technologies and the internet industry provide users with many innovative digital devices for entertainment, communication and trade. However, simultaneous development and the rising sophistication of cybercrimes bring new challenges. Micro businesses use technology like how people use it at home, but face higher cyber risks during riskier transactions, with human error playing a significant role. Moreover, information security researchers have often studied individuals’ adherence to compliance behaviour in response to cyber threats. The study aims to examine the protection motivation theory (PMT)-based model to understand individuals’ tendency to adopt secure behaviours.

The study focuses on Australian micro businesses since they are more susceptible to cyberattacks due to the least security measures in place. Out of 877 questionnaires distributed online to Australian micro business owners through survey panel provider “Dynata,” 502 (N = 502) complete responses were included. Structural equational modelling was used to analyse the relationships among the variables.

The results indicate that all constructs of the protection motivation, except threat susceptibility, successfully predict the user protective behaviours. Also, increased cybersecurity costs negatively impact users’ safe cyber practices.

The study has critical implications for understanding micro business owners’ cyber security behaviours. The study contributes to the current knowledge of cyber security in micro businesses through the lens of PMT.

The prevalence of visually splendid multi-million-dollar cellar doors (CDs) builds an assumption that bricks and mortar create the co-created cellar door experience (CDE). This study aims to determine what attracts the visual attention of staff and customers during a CDE at three visual designs of CD: lively, stylised and simple.

A total of 23 customers and five staff consented to record their CDEs using TobiiPro2 glasses with 35 recordings providing 993 min for analysis with Tobii Pro Lab. Twenty-five areas of interest were used to calculate fixation and visit metrics.

The most attended elements of a co-created CDE were staff and faces. Attention is less influenced by the design of CD, whereas staff significantly influence attention.

The findings are valuable to the industry as they highlight the importance of human resources to a winery business, an increasingly casualised workforce. Future research could focus on staffing needs, including training and performance during experience delivery, with the expectation of increasing profitability.

To the best of the authors’ knowledge, this study is the first to analyse objective recordings of staff and customer visual attention during their experience.