Add to ORKGThe purpose of this study is to explore how authentic online brands are created when the actual brand building process can lead to an inauthentic product. Relevance for theory and practice: Authenticity in personal online branding is something of an abstract concept that has been seldom examined on this level. By combining the corporate branding, personal branding and authenticity literature the idea of how to create an authentic personal online brand. Given that attempting to create an ‘authentic’ online brand can be viewed as process that essentially creates a less authentic persona, there is a need for an in-depth study showing how a certain level of authenticity can be achieved. Method: A netnography was used to conduct this study. Five...
Although brand authenticity is gaining increasing interest in consumer behavior research and manager...
Problem Social media is growing rapidly. Many companies jump into the social media pool without firs...
Postmodern consumers use brands to create an authentic self and to reconnect to place, time, culture...
Purpose - Consumer demand for authentic brands is steadily rising. With increased pressure to accomm...
Social Media Influencers (SMIs) occupy an increasingly focal position in the digital marketing lands...
Purpose – This paper aims to consider the process of creating and maintaining brand auras through th...
2013-08-06This dissertation investigates consumer’s perceptions of brand authenticity, genuineness i...
The users of social media channels are today increasing rapidly. Because of this it has become more ...
Purpose - The present study examines the dimensions that are meaningful to define the perceived auth...
Authenticity is a cornerstone of modern marketing and a key driver of modern consumer behavior. Whil...
OBJECTIVES OF THE STUDY: This study seeks to further our understanding of how authenticity is negot...
While beauty brands are often known to set industry trends, the consumers pave the way forbranding c...
This paper starts by an explanation of the context of personal branding and online personal branding...
Brand authenticity can be considered one of the “cornerstones of contemporary marketing” (Brown et a...
The logic of branding has expanded from products and companies to services and lately even to indivi...
Although brand authenticity is gaining increasing interest in consumer behavior research and manager...
Problem Social media is growing rapidly. Many companies jump into the social media pool without firs...
Postmodern consumers use brands to create an authentic self and to reconnect to place, time, culture...
Purpose - Consumer demand for authentic brands is steadily rising. With increased pressure to accomm...
Social Media Influencers (SMIs) occupy an increasingly focal position in the digital marketing lands...
Purpose – This paper aims to consider the process of creating and maintaining brand auras through th...
2013-08-06This dissertation investigates consumer’s perceptions of brand authenticity, genuineness i...
The users of social media channels are today increasing rapidly. Because of this it has become more ...
Purpose - The present study examines the dimensions that are meaningful to define the perceived auth...
Authenticity is a cornerstone of modern marketing and a key driver of modern consumer behavior. Whil...
OBJECTIVES OF THE STUDY: This study seeks to further our understanding of how authenticity is negot...
While beauty brands are often known to set industry trends, the consumers pave the way forbranding c...
This paper starts by an explanation of the context of personal branding and online personal branding...
Brand authenticity can be considered one of the “cornerstones of contemporary marketing” (Brown et a...
The logic of branding has expanded from products and companies to services and lately even to indivi...
Although brand authenticity is gaining increasing interest in consumer behavior research and manager...
Problem Social media is growing rapidly. Many companies jump into the social media pool without firs...
Postmodern consumers use brands to create an authentic self and to reconnect to place, time, culture...