Measuring Consumer-Based Brand Authenticity
Postmodern consumers use brands to create an authentic self and to reconnect to place, time, culture and others. Although previous research has identified that consumers draw on a range of cues in order to attribute authenticity to branded objects, no scales exist to measure the construct of brand a...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Elsevier
2014
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/38471 |