Certification and authentication of brand value propositions

Richard G. Starr () and Roderick J. Brodie ()
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Richard G. Starr: The University of Auckland Business School
Roderick J. Brodie: The University of Auckland Business School

Journal of Brand Management, 2016, vol. 23, issue 6, No 8, 716-731

Abstract: Abstract Brand value propositions are receiving increased research attention. However, two key approaches to supporting the brand value proposition—certification and authentication—have had minimal academic study. We respond to this research need by defining the key concepts of certification and authentication and examining their effects in the context of branding. An agenda for future research is proposed and implications for practice are suggested.

Keywords: certification; authentication; value proposition; brand co-creation; brand elements (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (4)

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DOI: 10.1057/s41262-016-0012-6

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