Authenticity is a core component for creating a distinguished and successful global brand.1 Authenticity contributes to a brand’s assessed value and comparative strength via a powerful brand association.2 Perceptions of authenticity hold important sway in industries where heritage, craftsmanship and exclusivity drive consumer preference. Brand authenticity—the extent to which consumers perceive a brand as credible, true to its essence and aligned with their values—is often signalled by claims tied to origin, artisanal practices and narrative coherence.3–5 Authenticity contributes to consumers perceiving a product as ‘natural’, original in design and exceptional.6

Produced by Korean Tomorrow and Global (KT&G)—South Korea’s market leader and the fifth-largest tobacco company globally—Bohem Signature cigars highlight ‘authenticity’ in its marketing communication to romanticise smoking (figures 1 and 2).7 8 Bohem, which is short for ‘bohemian’, is identified as one of KT&G’s major brands.9 10 Bohem Cigars were introduced in 2007 and initially presented as a ‘fusion’ product by blending cigar leaves with conventional cigarettes.9 KT&G recognised that young Koreans were travelling more internationally, compared with previous generations, and were increasingly eager to experience ‘exotic’ products …