haku: @author Beverland, M.B. / yhteensä: 1
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| Tekijä: | Beverland, M.B. |
| Otsikko: | Crafting brand authenticity: The case of luxury wines |
| Lehti: | Journal of Management Studies
2005 : JUL, VOL. 42:5, p. 1002-1029 |
| Asiasana: | Authenticity Brands Image Wine industry |
| Kieli: | eng |
| Tiivistelmä: | This paper analyses the process of creating brand authenticity. The strategies of 26 luxury wine firms are investigated. It is suggested that creating an impression of authenticity requires generating a sincere story consisting of creative blend of industrial and rhetorical attributes. Appearing authentic was critical to the wineries in order to strengthen their status, command price premiums and prevent competition. |
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