Crafting Brand Authenticity: The Case of Luxury Wines

Authenticity is one of the cornerstones of contemporary marketing practice yet confusion surrounds the nature and use of authenticity in the brand arena. Examining the strategies of 26 luxury wine firms informs the authenticity of specific brands. Creating an impression of authenticity required crea...

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Veröffentlicht in:	Journal of management studies 2005-07, Vol.42 (5), p.1003-1029
1. Verfasser:	Beverland, Michael B.
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Authenticity Brand image Brands Business studies Case studies Consumer behaviour Consumer preferences Enterprises Interviews Luxuries Luxury Management techniques Management theory Manycountries Market strategy Marketing Studies Wine Wineries & vineyards Wines
Online-Zugang:	Volltext
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