The Advertising Appeal of Genuinuity
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Business and Law
School of Marketing
The study explores how brands can differentiate from brand puffery through the use of brand genuinuity appeals to improve consumer perceptions and purchase intention. A scale measuring consumers’ attitudes towards the brand’s genuinuity was developed and validated. The main study involved a 3x2 factorial design, exploring brand genuinuity appeals in a luxury automotive (tangible) and a luxury hotel (intangible) context. Results showed the importance of brand genuinuity and provided important insights for academics and practitioners.
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