Crafting Brand Authenticity: The Case of Luxury Wines

Authenticity is one of the cornerstones of contemporary marketing practice yet confusion surrounds the nature and use of authenticity in the brand arena. Examining the strategies of 26 luxury wine firms informs the authenticity of specific brands. Creating an impression of authenticity required crea...

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Bibliographic Details
Published in:Journal of management studies 2005-07, Vol.42 (5), p.1003-1029
Main Author: Beverland, Michael B.
Format: Article
Language:English
Subjects:
Advertising
Alcohol
Authenticity
Brand image
Brands
Business studies
Case studies
Competitors
Confusion
Consumer behaviour
Consumer preferences
Enterprises
Interviews
Luxuries
Luxury
Management techniques
Management theory
Manycountries
Market strategy
Marketing
Premiums
Production
Studies
Uniqueness
Wine
Wineries & vineyards
Wines
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