Building Authenticity: The Managerial Perspective

Marta Massi ()
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Marta Massi: Athabasca University

Chapter Chapter 4 in From Art to Marketing, 2023, pp 73-93 from Springer

Abstract: Abstract This Chapter reviews focus on the manager perspective on authenticity, particularly brand authenticity. It deals with different marketing aspects (including advertising, branding and communication of authenticity) in subfields such as consumer culture, luxury, and tourism. Chapter 4 also presents the results of a qualitative study including interviews with luxury brands’ managers on the concept of authenticity and its relevance to brand management.

Keywords: Brand authenticity; Authenticity management; Advertising; Communication; Tourism (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-17008-0_4

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DOI: 10.1007/978-3-030-17008-0_4

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