Building Brand Authenticity

Michael Beverland
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Michael Beverland: RMIT University

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 2009
ISBN: 978-0-230-25080-2
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Chapters in this book:

Ch Chapter 1 The New Brand Reality

Michael Beverland

Ch Chapter 10 What Can You Do?

Michael Beverland

Ch Chapter 2 Why Authenticity?

Michael Beverland

Ch Chapter 3 The Authenticity of Stories

Michael Beverland

Ch Chapter 4 Appearing as Artisanal Amateurs

Michael Beverland

Ch Chapter 5 Sticking to Your Roots

Michael Beverland

Ch Chapter 6 Love the Doing

Michael Beverland

Ch Chapter 7 Market Immersion

Michael Beverland

Ch Chapter 8 Be at One with the Community

Michael Beverland

Ch Chapter 9 Indoctrinate Staff into the Brand Cult

Michael Beverland

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Persistent link: https://EconPapers.repec.org/RePEc:pal:palbok:978-0-230-25080-2

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DOI: 10.1057/9780230250802

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