&Quot;Keeping It Real&Quot;: Marketing Implications of Brand Authenticity

Melissa Minor, University of Florida, USA
Robyn LeBoeuf, University of Florida, USA
This paper demonstrates that authenticity is a malleable facet of the brand and provides evidence that consumers’ perceptions of a brand’s authenticity affect other brand-related cognitions such as quality perceptions and willingness to pay. This paper also shows the potentially ironic consequences of fostering authenticity.
[ to cite ]:
Melissa Minor and Robyn LeBoeuf (2011) ,"&Quot;Keeping It Real&Quot;: Marketing Implications of Brand Authenticity", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.