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Article
Disentangling the meanings of brand authenticity: The entity-referent correspondence framework of authenticity
Although marketing researchers agree that brand authenticity has various meanings, little consensus exists concerning the number of meanings and what those meanings entail. This paper addresses this lack of cl...
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Chapter and Conference Paper
Disentangling the Meanings of Brand Authenticity: An Abstract
Consumer demand for authenticity is a foundation of modern-day marketing (Brown et al. 2003). Marketers increasingly tout their brand’s authenticity to tap this underlying consumer need: Manatee County, Florid...
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Chapter and Conference Paper
Crisis Management Advertising Effectiveness: The Impact of Psychological Ownership and Message Abstractness
When businesses cope with the risk of bad press, they seek to limit the impact of negative publicity by engaging in crisis management (Lamb et al., 2010). Inspired by BP ads in the wake of the Gulf spill, we a...
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Article
Gratitude works: its impact and the mediating role of affective commitment in driving positive outcomes
After studying the effects of Louisiana’s post-hurricane “thank you” campaigns, the researchers find expressions of gratitude significantly improve perceptions of Louisiana in the midst of its recovery. Throug...
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Article
Drivers of brand value, estimation of brand value in practice and use of brand valuation: Introduction to the special issue
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Article
Postscript: Preserving (and growing) brand value in a downturn
Not all brands will survive the economic downturn. The authors present two viable strategies for survival: The ‘Just Good Enough’ strategy allows brands to offer acceptable quality at a value price, while the ...
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Article
Chasing brand value: Fully leveraging brand equity to maximise brand value
Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting ‘the theoretical separation of brand equity and brand value’ framework originally proposed in the Journ...
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Article
The theoretical separation of brand equity and brand value: Managerial implications for strategic planning
During the past 15 years, brand equity has been a priority topic for both practitioners and academics. In this paper, the authors propose a new framework for conceptualising brand equity that distinguishes bet...
