Brand Authenticity: The Role of Stability and Rarity

Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference - Developments in Marketing Science: Proceedings of the Academy of Marketing Science ◽

10.1007/978-3-319-10963-3_70 ◽

2014 ◽

pp. 135-135

Author(s):

Julie Anna Guidry ◽

George M. Zinkhan ◽

Leona Tam

Keyword(s):

Brand Authenticity

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Engaging customers through brand authenticity perceptions: The moderating role of self-congruence

Journal of Business Research ◽

10.1016/j.jbusres.2021.08.065 ◽

2022 ◽

Vol 138 ◽

pp. 26-37

Author(s):

Vikas Kumar ◽

Arun K. Kaushik

Keyword(s):

Brand Authenticity ◽

Moderating Role

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The Role of Heritage and Authenticity in the Value Creation of Fashion Brand

International Business Research ◽

10.5539/ibr.v9n7p135 ◽

2016 ◽

Vol 9 (7) ◽

pp. 135 ◽

Cited By ~ 1

Author(s):

Andrea Boccardi ◽

Cristiano Ciappei ◽

Lamberto Zollo ◽

Maria Carmen Laudano

Keyword(s):

Marketing Research ◽

Fashion Industry ◽

Consumer Experience ◽

Brand Authenticity ◽

The Past ◽

Fashion Brand ◽

Managerial Implications ◽

Different Levels ◽

Brand Heritage

<p>This paper builds on traditional and recent marketing research concerning the constituents of brand authenticity, particularly investigating consumers’ experience in the context of fashion industry. Specifically, we attempt to unpack the dimensions underlying the concept of brand authenticity by, first, correlating the role of heritage and ‘mythopoesis’ – the creation of a myth through repetitive narrative – and, second, by applying our proposed theoretical framework to four Italian luxury fashion brands, namely Gucci, Salvatore Ferragamo, Lous Vuitton, and Stefano Ricci. Thanks to the positioning of such fashion brands according to different levels of heritage and authenticity, it emerges how mythopoesis allow brand marketers to transfer brand heritage from past to both present and future. In this way, the risk of brand fixation in the celebration of the past may be overcome. Managerial implications are finally discussed, showing how marketers may foster or hinder brand authenticity, and how such an aspect affects consumer experience and attitude toward the brand.</p>

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Local versus global food consumption: the role of brand authenticity

Journal of Consumer Marketing ◽

10.1108/jcm-02-2019-3086 ◽

2020 ◽

Vol 37 (3) ◽

pp. 317-327

Author(s):

Petra Riefler

Keyword(s):

Local Food ◽

Experimental Studies ◽

Local Food Movement ◽

Content Type ◽

Global Brands ◽

Brand Authenticity ◽

Consumer Markets ◽

Food Movement ◽

Global Food

Purpose This paper aims at investigating the contemporary trend toward regional consumption from the perspective of consumers’ search for brand authenticity. In particular, the paper joins literature on brand authenticity from the marketing literature and literature on the local food movement to investigate consumers’ response to authenticity claims in the competition of local and global food brands. Design/methodology/approach The paper engages in a series of three experimental studies; one of which uses a Becker–DeGroot–Marschak lottery to assess individuals’ willingness to pay for authenticity claims of (non)global brands. Findings Findings show that authenticity perceptions lead to higher brand value independent of brand globalness; while global brands can mitigate competitive disadvantages in localized consumer markets by actively authenticating their brand image. Originality/value This paper reveals the usefulness of authentic brand positioning for global beverage brands when competing with local beverage brands to overcome the liability of globalness. To sustainably benefit from the local food movement, local brands thus will require to build up brand images beyond associations of mere authenticity.

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