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Building Brand Authenticity

7 Habits of Iconic Brands

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The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.


Titel: Building Brand Authenticity
Autoren/Herausgeber: M. Beverland
Ausgabe: 1st ed. 2009

ISBN/EAN: 9781349368440

Seitenzahl: 219
Format: 23,5 x 15,5 cm
Produktform: Taschenbuch/Softcover
Gewicht: 367 g
Sprache: Englisch

MICHAEL BEVERLAND is Professor of Marketing at RMIT University, School of Economics, Finance and Marketing, Australia. Beverland is a recognized academic authority of the production and consumption of authenticity with highly cited publications appearing in prestigious journals such as Advances in Consumer Research, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Consumer Research, Journal of Management Studies, Journal of Product Innovation Management, and the European Journal of Marketing. He has also received several large competitive research grants from the Australian Research Council to examine aspects of branding and consumption. Beverland has spoken widely on authenticity on radio and been quoted regularly in the press. As well, he works with research agencies advising brands on delivering authentic; - Newsletter
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