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.
| ISBN-13: | 9780230580312 |
| ISBN-10: | 0230580319 |
| Publisher: | Palgrave Macmillan UK |
| Publication date: | 2009-10-22 |
| Pages: | 219 |
| Product dimensions: | Height: 0.8 Inches, Length: 9.2 Inches, Weight: 1.12656215882 Pounds, Width: 6.4 Inches |
| Author: | M. Beverland |
| Language: | en |
| Binding: | Hardcover |
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