Can a Legitimacy Crisis Ruin Brand Authenticity?

Purpose: The aim of this study is to explore the effect of changes within traditional production methods, caused by legitimacy crises, on brand authenticity. Design/Methodology/Approach: This research is based on a multi-case study within the leather, ivory and fine wine industry. To evaluate the purpose of this study, literature as same as primary data, in form of a qualitative research, was used. Findings: Within this study we found out that a legitimacy crisis can have effects on brand authenticity, if it eliminates important values of the core values. Key findings were similar within all industries. Therefore heritage, quality commitment, craftsmanship and consistency can be named as important factors with the highest influence of a brand’s authenticity. Research Limitations: The results of this research are difficult to generalize, due to the small sample size. Originality/Value: This research paper creates a connection between brand authenticity and legitimacy, with focus on legitimacy crisis. It provides new findings about the consumers perception of changes within traditional production methods and materials on the brand authenticity