Examining how brand authenticity is established and maintained: the case of the Reverso

This article examines how brand authenticity is established and maintained. Existing studies focus on building authenticity; this article responds to calls for longitudinal research to explore its evolution. A historical and present-day analysis of Jaeger-LeCoultre (a luxury watch manufacturer), emp...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Journal of marketing management 2018-02, Vol.34 (3-4), p.347-369
Hauptverfasser:	Athwal, Navdeep, Harris, Lloyd C.
Format:	Artikel
Sprache:	eng
Schlagworte:	Authenticity Genuineness Morality Projections
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!