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Keywords: Authentic brand
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Journal Articles
Brand authenticity: model development and empirical testing
Available to Purchase
Journal of Product & Brand Management (2014) 23 (3): 192–199.
Published: 13 May 2014
... Group Publishing Limited 2014 Brand identity Brand trust Authentic brand Brand authenticity Gilmore and Pine (2007) devote a whole book to brand authenticity; building on their experiential marketing approach, they remain in the domain of pragmatic management advice without...
