The Advertising Appeal of Genuinuity
| dc.contributor.author | ‘t Hart, Brian | |
| dc.contributor.supervisor | Ian Phau | en_US |
| dc.contributor.supervisor | Min Teah | en_US |
| dc.date.accessioned | 2021-09-28T05:12:53Z | |
| dc.date.available | 2021-09-28T05:12:53Z | |
| dc.date.issued | 2021 | en_US |
| dc.identifier.uri | http://hdl.handle.net/20.500.11937/85766 | |
| dc.description.abstract |
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. | en_US |
| dc.publisher | Curtin University | en_US |
| dc.title | The Advertising Appeal of Genuinuity | en_US |
| dc.type | Thesis | en_US |
| dcterms.educationLevel | PhD | en_US |
| curtin.department | School of Marketing | en_US |
| curtin.accessStatus | Open access | en_US |
| curtin.faculty | Business and Law | en_US |
| curtin.contributor.orcid | ‘t Hart, Brian [0000-0002-8697-074X] | en_US |