Certification and authentication of brand value propositions
Brand value propositions are receiving increased research attention. However, two key approaches to supporting the brand value proposition—certification and authentication—have had minimal academic study. We respond to this research need by defining the key concepts of certification and authenticati...
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| Veröffentlicht in: | The journal of brand management 2016-11, Vol.23 (6), p.716-731 |
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| container_end_page | 731 |
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| container_issue | 6 |
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| container_title | The journal of brand management |
| container_volume | 23 |
| creator | Starr, Richard G. Brodie, Roderick J. |
| description | Brand value propositions are receiving increased research attention. However, two key approaches to supporting the brand value proposition—certification and authentication—have had minimal academic study. We respond to this research need by defining the key concepts of certification and authentication and examining their effects in the context of branding. An agenda for future research is proposed and implications for practice are suggested. |
| doi_str_mv | 10.1057/s41262-016-0012-6 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 1350-231X |
| ispartof | The journal of brand management, 2016-11, Vol.23 (6), p.716-731 |
| issn | 1350-231X 1479-1803 |
| language | eng |
| recordid | cdi_proquest_journals_1871311123 |
| source | Springer Nature - Complete Springer Journals |
| subjects | Authenticity Brand equity Business and Management Certification Management Marketing Original Article |
| title | Certification and authentication of brand value propositions |
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