Building Brand Authenticity

Building Brand Authenticity

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The author shows how brands can achieve authenticity, with case studies on well loved and sucessful brands such as Morgan Motor Cars, Harley Davidson, Apple and Chateau Margaux.Thus nostalgic updates of old brands such as the Mini, VW Beetle, or Fiat 500 are judged authentic because they look good and bring ... service staff are viewed as authentic if they demonstrate a genuine interest in individual consumer problems (Arnould and Price 1993; Grandey et al. 2005). Likewise, artists are viewed as authentic to the extent that they ignore commercial considerations (Fine 2004).

Title:Building Brand Authenticity
Author: Michael Beverland
Publisher:Palgrave Macmillan - 2009-10-22

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