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The concept of authenticity in marketing research

2023-03-21 Business & Economics
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Release : 2023-03-21
Genre : Business & Economics
Kind : eBook
Book Rating : 718/5 ( reviews)

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Book Synopsis The concept of authenticity in marketing research by :

Download or read book The concept of authenticity in marketing research written by . This book was released on 2023-03-21. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, University of Bayreuth, course: Global Consulting Programm, language: English, abstract: As the online world becomes louder and more crowded, it's increasingly important to practice authenticity in marketing. Beyond products and services, audiences want to connect on a deeper level with the brands they love. Today's consumers also look for brands that embody values similar to their own. They prefer to support companies they identify with on a greater level than simply purchasing a product they like. Especially younger generations (millennials and Gen Z in particular) are often associated with the practice of buying what a brand values, rather than a specific product. Consumers expect brands to be authentic by sharing their desire to make the world a better place to live, work and do business.

Building Brand Authenticity

2009-10-22 Business & Economics
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Release : 2009-10-22
Genre : Business & Economics
Kind : eBook
Book Rating : 807/5 ( reviews)

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Book Synopsis Building Brand Authenticity by : M. Beverland

Download or read book Building Brand Authenticity written by M. Beverland. This book was released on 2009-10-22. Available in PDF, EPUB and Kindle. Book excerpt: The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.

Authenticity

2007-10-18 Business & Economics
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Release : 2007-10-18
Genre : Business & Economics
Kind : eBook
Book Rating : 571/5 ( reviews)

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Book Synopsis Authenticity by : James H. Gilmore

Download or read book Authenticity written by James H. Gilmore. This book was released on 2007-10-18. Available in PDF, EPUB and Kindle. Book excerpt: Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell—or how you sell it? If so, welcome to the club. Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. They would rather buy something real from someone genuine rather than something fake from some phony. When deciding to buy, consumers judge an offering's (and a company's) authenticity as much as—if not more than—price, quality, and availability. In Authenticity, James H. Gilmore and B. Joseph Pine II argue that to trounce rivals companies must grasp, manage, and excel at rendering authenticity. Through examples from a wide array of industries as well as government, nonprofit, education, and religious sectors, the authors show how to manage customers' perception of authenticity by: recognizing how businesses "fake it;" appealing to the five different genres of authenticity; charting how to be "true to self" and what you say you are; and crafting and implementing business strategies for rendering authenticity. The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal.

What Makes a Brand Authentic? the Example of the Body Shop

2013-10
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Release : 2013-10
Genre :
Kind : eBook
Book Rating : 863/5 ( reviews)

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Book Synopsis What Makes a Brand Authentic? the Example of the Body Shop by : Katharina Maute

Download or read book What Makes a Brand Authentic? the Example of the Body Shop written by Katharina Maute. This book was released on 2013-10. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, University of Southern Denmark (Marketing & Management), course: Advanced Marketing Communication, language: English, abstract: Because consumers want a brand to be authentic (cf. Brown, Kozinets, & Sherry, 2003, p. 21; Schallehn, 2012, p. 10), brands are under pressure to be in accordance with this need. Especially when acting on a diverse and particularly saturated market, it is important for every company to distinguish itself from the market place. This distinction can be accomplished by providing confidence or trust (cf. Schallehn, 2012, p. VII). "A relatively new approach, which is aimed at strengthening this brand trust, is the concept of brand-authenticity" (Schallehn, 2012, p. VII). But what exactly makes a brand authentic? This question divides authors. There are several approaches which define multiple ways of what can make a brand authentic. We assume that most of these theories do not contradict and can be used parallel, something we will show with the example of the 1976 founded British cosmetics producer and franchisor THE BODY SHOP. For this we exemplary examine THE BODY SHOP's authenticity by comparing the company's communication activities to the core authenticity theories. In doing so we want to figure out if THE BODY SHOP can be seen as authentic in light of the literature. It is not our intention to prove if the company is subjectively or perceived authentic. For this purpose we firstly clarify how authenticity becomes apparent (see chapter 2). Afterwards we shortly introduce THE BODY SHOP's five core values (see chapter 2.2.), because they are the basis for all the company's communication activities. Then we introduce several theories (see chapter 3) which show different models of what makes a brand authentic. And in addition we apply the appropriate theories to THE BODY SHOP's communication act

On Being Authentic

2004-08-02 Philosophy
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Release : 2004-08-02
Genre : Philosophy
Kind : eBook
Book Rating : 682/5 ( reviews)

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Book Synopsis On Being Authentic by : Charles Guignon

Download or read book On Being Authentic written by Charles Guignon. This book was released on 2004-08-02. Available in PDF, EPUB and Kindle. Book excerpt: Thought-provoking and with an astonishing range of references, On Being Authentic is a gripping journey into the self. Beginning with Socrates and Augustine, Charles Guignon argues that being authentic is to have a sincere story to tell.

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