scholarly journals Exploring the Consequences of Brand Authenticity

2020 ◽  
Author(s):  
Luki Adiati Pratomo ◽  
Ovy Noviati Nuraini Magetsari
Keyword(s):  
Brand Authenticity

Destination Brand Authenticity Scale

2020 ◽  
Author(s):  
Jano Jiménez-Barreto ◽  
Natalia Rubio ◽  
Sara Campo
Keyword(s):  
Brand Authenticity ◽  
Destination Brand

THE DYNAMICS OF BRAND AUTHENTICITY

2014 ◽  
Author(s):  
Mitsutoshi Otake ◽  
Keyword(s):  
Brand Authenticity

scholarly journals Historical Wines of Portugal: The Classification, Consumer Associations and Marketing Implications

Foods ◽  
2021 ◽  
Vol 10 (5) ◽  
pp. 979
Author(s):  
Ana Isabel de Almeida Costa ◽  
Carla Marano-Marcolini ◽  
Manuel Malfeito-Ferreira ◽  
Virgílio Loureiro
Keyword(s):  
Cultural Heritage ◽  
Geographical Origin ◽  
Relative Strength ◽  
Online Questionnaire ◽  
Convenience Sample ◽  
Brand Authenticity ◽  
Quality Production ◽  
Home Consumption ◽  
At Home

Geographical origin, use of traditional varieties and ancestral viticulture/oenology practices characterize wines classified as Historical Wines of Portugal (HWP). This study identifies the authenticity attributes consumers associate with this classification and assesses the relative strength of associations. A review of brand authenticity research and interviews with Portuguese wine producers (n = 3) and consumers (n = 12) were conducted to identify HWP classification attributes. Strength of attribute association was subsequently evaluated in an online questionnaire with a convenience sample of Portuguese wine consumers (n = 641), which included a measure of general wine knowledge and questions about the adequacy of different contexts for HWP purchase and consumption. Wine knowledge markedly affected the nature and strength of consumer associations. Compared to Aspirational Explorers, wine connoisseurs emerged as Heritage Gatekeepers, associating origin, cultural heritage, quality, production and at-home consumption more strongly with HWP, and tradition, wine age and out-of-home consumption less strongly. Market recognition of HWP as a novel and distinctive table wine classification, with well-defined and unique attributes, is thus likely to depend on consumers’ general wine knowledge. Related promotional activities targeting wine novices should first focus on educating them on HWP classification, whereas those directed at savvier consumers should emphasize wine authenticity cues instead.

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

2016 ◽  
Vol 9 (7) ◽  
pp. 135 ◽  
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>

Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications

2018 ◽  
Vol 52 (7/8) ◽  
pp. 1387-1411 ◽  
Author(s):  
Abhishek Dwivedi ◽  
Robert McDonald
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
Structural Equation ◽  
Energy Drink ◽  
Consumer Perceptions ◽  
Marketing Communications ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Marketing ◽  
Fast Moving Consumer Goods

Purpose Brand authenticity has emerged as a strategic imperative for many firms. The purpose of this paper is to empirically examine the effect of consumer perceptions of brand marketing communications on brand authenticity of fast-moving consumer goods. Design/methodology/approach Direct and indirect pathways from brand marketing communications to brand authenticity were conceptualized. Data were collected from US energy drink consumers and analysed using structural equation modelling. Multiple marketing mix variables and context-relevant covariates have been controlled for. Findings Direct and indirect pathways to building brand authenticity have been observed. The total effect of brand marketing communications on brand authenticity is strong, thereby highlighting the predictor’s overall effectiveness in shaping the ultimate outcome. Research limitations/implications The focus on consumer-perceived authenticity as opposed to objective authenticity complements the prior literature. An integrative perspective on brand marketing communications is offered, specifying it as an antecedent of perceived brand authenticity. Practical implications An important implication is that investments into brand marketing communications will likely influence perceived brand authenticity. Such investments may also have favourable implications for the clarity of brand positioning. Overall, brand marketing communications are effective tools for building consumer-perceived brand authenticity. Originality/value A need to outline managerially controllable drivers of authenticity was addressed. How consumer perceptions of brand marketing communications influence brand authenticity via direct and indirect mechanisms was demonstrated. The existence of authenticity in fast-moving consumer goods was also demonstrated.

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