The Brand Authenticity Continuum: Strategic Approaches for Building Value
This article empirically examines the value derived by consumers through their use and consumption of authentic brands and the indirect value attributable to a brand. Our findings provide an understanding of the drivers of value along an authenticity continuum. We demonstrate that authenticity cues...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
American Marketing Association
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/48276 |
| _version_ | 1848758064950280192 |
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| author | Napoli, Julie Dickinson, Sonia Beverland, M. |
| author_facet | Napoli, Julie Dickinson, Sonia Beverland, M. |
| author_sort | Napoli, Julie |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This article empirically examines the value derived by consumers through their use and consumption of authentic brands and the indirect value attributable to a brand. Our findings provide an understanding of the drivers of value along an authenticity continuum. We demonstrate that authenticity cues of quality commitment, heritage and sincerity have differential effects on a brand’s position along the authenticity continuum and consequently, authenticity strategies. This paper discusses implications where initially, brands move along the continuum with internally driven strategies (germination, cultivation and consolidation). However, to attain very high levels of authenticity, brands pursue an externally driven strategy (preservation) that acknowledges external stakeholder roles in the creation of very highly authentic brands. Directions for future research are also discussed. |
| first_indexed | 2025-11-14T09:38:03Z |
| format | Journal Article |
| id | curtin-20.500.11937-48276 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:38:03Z |
| publishDate | 2016 |
| publisher | American Marketing Association |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-482762017-09-13T14:22:14Z The Brand Authenticity Continuum: Strategic Approaches for Building Value Napoli, Julie Dickinson, Sonia Beverland, M. This article empirically examines the value derived by consumers through their use and consumption of authentic brands and the indirect value attributable to a brand. Our findings provide an understanding of the drivers of value along an authenticity continuum. We demonstrate that authenticity cues of quality commitment, heritage and sincerity have differential effects on a brand’s position along the authenticity continuum and consequently, authenticity strategies. This paper discusses implications where initially, brands move along the continuum with internally driven strategies (germination, cultivation and consolidation). However, to attain very high levels of authenticity, brands pursue an externally driven strategy (preservation) that acknowledges external stakeholder roles in the creation of very highly authentic brands. Directions for future research are also discussed. 2016 Journal Article http://hdl.handle.net/20.500.11937/48276 10.1080/0267257X.2016.1145722 American Marketing Association restricted |
| spellingShingle | Napoli, Julie Dickinson, Sonia Beverland, M. The Brand Authenticity Continuum: Strategic Approaches for Building Value |
| title | The Brand Authenticity Continuum: Strategic Approaches for Building Value |
| title_full | The Brand Authenticity Continuum: Strategic Approaches for Building Value |
| title_fullStr | The Brand Authenticity Continuum: Strategic Approaches for Building Value |
| title_full_unstemmed | The Brand Authenticity Continuum: Strategic Approaches for Building Value |
| title_short | The Brand Authenticity Continuum: Strategic Approaches for Building Value |
| title_sort | brand authenticity continuum: strategic approaches for building value |
| url | http://hdl.handle.net/20.500.11937/48276 |