...John A. Parnell Purpose Scholars have underscored the importance of organizational authenticity, but it is unclear how it influences the links among market strategy, and nonmarket strategy (NMS) and firm performance. This study addresses this gap in the literature. Design/methodology/approach...

... of the brand” – most closely associated with the brand's meaning and success. A number of specific examples illustrate this point. However, past and present corporate behaviour is the most significant element in a crisis situation. Authenticity plays a key role in building, sustaining, and defending reputation...