What Is Brand Authenticity? An Exploration of the Concept
This research focuses on understanding the concept of brand authenticity from a consumer perspective, a topic characterized by a lack of consensus in the literature. Following fifteen individual interviews, eight common characteristics of authentic brands were identified, revealing that some form of objectivity can be found in consumers’ authenticity perceptions.
Amélie Guèvremont and Bianca Grohmann (2012) ,"What Is Brand Authenticity? An Exploration of the Concept", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1132-1132.
Amélie Guèvremont, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada
NA - Advances in Consumer Research Volume 40 | 2012
Show Me More! Powerlessness Drives Variety Seeking
Wangshuai Wang, Shanghai University of International Business and Economics
Raj Raghunathan, University of Texas at Austin, USA
Dinesh Gauri, University of Arkansas, USA
Can Implicit Theory Influence Construal Level?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment
Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA