Brand authenticity, its conceptualization, and its relevance to nonprofit marketing

Brand authenticity, its conceptualization, and its relevance to nonprofit marketing The conceptualization of brand authenticity as evidenced from the extent literature is examined for validity issues. The body of literature on brand authenticity has produced a fragmented and varied theory of the construct and the value of knowledge produced from this research stream is questionable. This is problematic for researchers working on nonprofit marketing topics that investigate brand authenticity as a construct of interest. In the literature, brand authenticity has been defined in a variety of ways, typically as a multidimensional construct. As many as 40 different dimensions were found in our literature search. At the conclusion of our analysis, we present brand authenticity as a unidimensional construct that refers to the degree to which a brand object is perceived to be the quintessential exemplar of its type. This definition of brand authenticity is most consistent with the denotative meaning of the term and is suited to all types of brand objects including nonprofit organizations. International Review on Public and Non-Profit Marketing Springer Journals

Brand authenticity, its conceptualization, and its relevance to nonprofit marketing

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Springer Berlin Heidelberg
Copyright © 2017 by Springer-Verlag Berlin Heidelberg
Business and Management; Marketing
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