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 |