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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...

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Bibliographic Details
Main Authors:	Napoli, Julie, Dickinson, Sonia, Beverland, M.
Format:	Journal Article
Published:	American Marketing Association 2016
Online Access:	http://hdl.handle.net/20.500.11937/48276

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