9-C: Brand Authenticity Revisited: the Case of Three Times a Day

This research examines the construction of an authentic brand image in an online community. Based on a netnography of Three Times a Day brand and five individual interviews, four authenticity dimensions are identified: brand virtuousness, brand proximity, brand instinct, brand imperfections. Results confirm the complex, context-contingent nature of brand authenticity.



Citation:

Amélie Guèvremont (2017) ,"9-C: Brand Authenticity Revisited: the Case of Three Times a Day", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1031-1031.

Authors

Amélie Guèvremont, Université du Québec à Montréal, Canada



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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