Dr Faraji A. Yatundu (PhD, MMSK)
Chairman, Marketing Committee Lecturer & Researcher, School Of Business And Economics Department Of Business And
Perceived Brand Authenticity And Smartphone Price Premium Tolerance By Millenials And Gen-z In Busia Town
This study investigates how specific dimensions of brand authenticity affect Millennials' and Generation Z's tolerance for smartphone price premiums in Busia Town, Kenya. As these generational cohorts increasingly shape market trends, understanding how authenticity influences their purchasing decisions is essential for smartphone brands seeking competitive advantage. The study was guided by two objectives brand credibility and brand symbolism on Smartphone

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