Show simple item record

dc.contributor.authorNapoli, Julie
dc.contributor.authorDickinson, Sonia
dc.contributor.authorBeverland, M.
dc.identifier.citationNapoli, J. and Dickinson-Delaporte, S. and Beverland, M. 2016. The Brand Authenticity Continuum: Strategic Approaches for Building Value. Journal of Marketing. 32 (13-14): pp. 1201-1229.

This article empirically examines the value derived by consumers through their use and consumption of authentic brands and the indirect value attributable to a brand. Our findings provide an understanding of the drivers of value along an authenticity continuum. We demonstrate that authenticity cues of quality commitment, heritage and sincerity have differential effects on a brand’s position along the authenticity continuum and consequently, authenticity strategies. This paper discusses implications where initially, brands move along the continuum with internally driven strategies (germination, cultivation and consolidation). However, to attain very high levels of authenticity, brands pursue an externally driven strategy (preservation) that acknowledges external stakeholder roles in the creation of very highly authentic brands. Directions for future research are also discussed.

dc.publisherAmerican Marketing Association
dc.titleThe Brand Authenticity Continuum: Strategic Approaches for Building Value
dc.typeJournal Article
dcterms.source.titleJournal of Marketing
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available

Files in this item


There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record