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
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Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia
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Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
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Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada