Our Branding and Communication Library
Brand Consistency & Brand Equity
Qi, M. (2024). Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity.
Brief note: Useful for understanding how consistency and interactivity across digital communication channels support brand equity.
View SourceDigital Brand Consistency & Tone of Voice
Roy, S., Sural, S., Chhaya, N., Natarajan, A., & Ganguly, N. (2020). An Integrated Approach for Improving Brand Consistency of Web Content: Modeling, Analysis and Recommendation.
Brief note: Useful for understanding why maintaining a consistent tone, personality, and message becomes harder when brands produce large volumes of digital content.
View SourceSocial Media Trends & Consumer Expectations
Sprout Social. (2025). The 2025 Sprout Social Index.
Brief note: Useful for understanding why audiences expect brands to understand online culture, but may reject forced or disconnected trend-chasing.
View SourceBrand Trust
Edelman. (2025). 2025 Edelman Trust Barometer Special Report: Brand Trust — From We to Me.
Brief note: Useful for understanding the role of trust, relevance, confidence, emotional connection, and stability in brand perception.
View SourceAuthenticity & Social Media Advertising
Kothari, H. (2025). Impact of Social Media Advertising on Consumer Behavior: The Role of Credibility, Perceived Authenticity, and Sustainability.
Brief note: Useful for understanding how credibility, authenticity, and trust influence the way consumers respond to social media advertising.
View SourceConsumer-Brand Engagement
Emplifi. (2025). The Social Pulse: The State of Consumer-Brand Engagement on Social Media in 2025.
Brief note: Useful for understanding what consumers expect from brands on social media, especially around authenticity, responsiveness, and genuine engagement.
View SourceSocial-First Brand Strategy
Deloitte Digital. (2025). 2025 State of Social Research.
Brief note: Useful for understanding how social-first brands are using community, content, and conversion strategies to connect with audiences more effectively.
View SourceDistinctive Brand Assets
Romaniuk, J. (2018). Building Distinctive Brand Assets.
Brief note: Useful for understanding how visual and verbal assets — such as colors, typography, symbols, and brand codes — help brands become easier to recognize.
View SourceFoundational Brand Identity
Aaker, D. A. (1996). Building Strong Brands.
Brief note: Useful as a foundational branding reference for understanding brand identity, brand associations, and the strategic role of consistency in building strong brands.
View SourceFoundational Brand Equity
Keller, K. L. (2009). Building Strong Brands in a Modern Marketing Communications Environment.
Brief note: Useful as a foundational reference for understanding customer-based brand equity and how marketing communications shape brand knowledge, meaning, and loyalty.
View SourceHuman-Crafted Content & Brand Authenticity
Brüns, J. D., & Meißner, M. (2024). Do you create your content yourself? Using generative artificial intelligence for social media content creation diminishes perceived brand authenticity.
Brief note: Useful for understanding how fully AI-generated social media content can reduce perceived brand authenticity, while AI used as assistance rather than replacement can reduce negative reactions.
View SourceHuman vs AI Design & Consumer Response
Lee, G., & Kim, H. Y. (2024). Human vs. AI: The battle for authenticity in fashion design and consumer response.
Brief note: Useful for understanding why consumers may respond more favorably to human-designed products than AI-designed products, especially when authenticity and expected quality are part of the decision.
View SourceThe Handmade Effect
Fuchs, C., Schreier, M., & Van Osselaer, S. M. J. (2015). The Handmade Effect: What’s Love Got to Do with It?
Brief note: Useful for understanding why handmade products can feel more emotionally valuable to consumers, especially because people associate handmade work with care, effort, and human intention.
View SourceAI, Social Media & Human Authenticity
Deloitte. (2023). AI in Social Media.
Brief note: Useful for understanding how generative AI can empower content creation while also challenging authenticity, human connection, and the perceived “humanness” of social media content.
View SourceCredibility, Authenticity & Social Media Advertising
Kothari, H., Choudhary, A., Jain, A., Singh, S. S., Prasad, K. D. V., & Vani, U. K. (2025). Impact of Social Media Advertising on Consumer Behavior: Role of Credibility, Perceived Authenticity, and Sustainability.
Brief note: Useful for understanding how credibility, authenticity, trust, and reliable storytelling influence consumer behavior and purchase intention in social media advertising.
View SourceAI Content Provenance & Transparency
Coalition for Content Provenance and Authenticity. (2024). C2PA and Content Credentials Explainer.
Brief note: Useful for understanding why transparency, provenance, and disclosure are becoming important in digital content, especially when AI is involved in the creation or editing process.
View SourceAI-Generated Advertising & Consumer Evaluation
Huang, M., & Katona, Z. (2026). Consumer Evaluation and Attribution of Realistic AI-Generated Advertisements.
Brief note: Useful for understanding how consumers evaluate realistic AI-generated ads and how their beliefs about whether an ad was AI-generated can affect response and attribution.
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