Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/23294| Author(s): | Loureiro, S. M. C. Le Bellego, G. |
| Editor: | Fortin, D., and Ozanne, L. K. |
| Date: | 2016 |
| Title: | Brand authenticity versus brand reputation: Automobile sector |
| Pages: | 430 - 436 |
| Event title: | Australian and New Zealand Marketing Academy Conference (ANZMAC) 2016 |
| ISBN: | 978-0-473-37660-4 |
| Keywords: | Brand authenticity Corporate brand reputation Brand attachment Automotive industry |
| Abstract: | The current study aims to analyze the effect of both brand authenticity and brand reputation on brand attachment considering the automotive sector. A sample of 376 participants, members of car brand communities, collaborate in a survey. Findings reveal that the perception of authenticity could be more effective than brand reputation on enhancing brand attachment. However, the effect could depend on the car brand strategy. Limitations and suggestions for further research are also provided. |
| Peerreviewed: | yes |
| Access type: | Open Access |
| Appears in Collections: | BRU-CRI - Comunicações a conferências internacionais |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| conferenceobject_31439.pdf | Versão Editora | 141,39 kB | Adobe PDF | View/Open |
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