Building Brand Authenticity
The author shows how brands can achieve authenticity, with case studies on well loved and sucessful brands such as Morgan Motor Cars, Harley Davidson, Apple and Chateau Margaux.Thus nostalgic updates of old brands such as the Mini, VW Beetle, or Fiat 500 are judged authentic because they look good and bring ... service staff are viewed as authentic if they demonstrate a genuine interest in individual consumer problems (Arnould and Price 1993; Grandey et al. 2005). Likewise, artists are viewed as authentic to the extent that they ignore commercial considerations (Fine 2004).
| Title | : | Building Brand Authenticity |
| Author | : | Michael Beverland |
| Publisher | : | Palgrave Macmillan - 2009-10-22 |
You must register with us as either a Registered User before you can Download this Book. You'll be greeted by a simple sign-up page.
Once you have finished the sign-up process, you will be redirected to your download Book page.
How it works:- 1. Register a free 1 month Trial Account.
- 2. Download as many books as you like (Personal use)
- 3. Cancel the membership at any time if not satisfied.
