Building Brand Authenticity
| Author | : M. Beverland |
| Publisher | : Springer |
| Total Pages | : 276 |
| Release | : 2009-10-22 |
| ISBN-10 | : 9780230250802 |
| ISBN-13 | : 0230250807 |
| Rating | : 4/5 (807 Downloads) |
Book Synopsis Building Brand Authenticity by : M. Beverland
Download or read book Building Brand Authenticity written by M. Beverland and published by Springer. This book was released on 2009-10-22 with total page 276 pages. 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.
