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- W2478049709 abstract "Purpose Brand narratives are created to differentiate brands, and consumers base their assessments of a brand’s authenticity on this narrative. We propose that the default consumer position is to accept a brand’s narrative, and we find that consumers maintain belief in this narrative even when explicitly reminded that it is manufactured by firms with an underlying profit motive. Because belief seems to be the default position adopted by consumers, we investigate what factors act as disruptors to this default position, thereby reducing assessments of authenticity." @default.
- W2478049709 created "2016-08-23" @default.
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- W2478049709 date "2015-05-02" @default.
- W2478049709 modified "2023-09-30" @default.
- W2478049709 title "What Does Brand Authenticity Mean? Causes and Consequences of Consumer Scrutiny toward a Brand Narrative" @default.
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- W2478049709 doi "https://doi.org/10.1108/s1548-643520150000012001" @default.
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