Brand authentication: creating and maintaining brand auras

Alexander, N S (2009) Brand authentication: creating and maintaining brand auras. European Journal of Marketing, 43 (3/4). pp. 551-562. ISSN 0309-0566

Abstract

Purpose – This paper aims to consider the process of creating and maintaining brand auras through the assertion of authenticity and to address the gap in the literature. Design/methodology/approach – A case study research strategy was adopted. The organisational processes considered justified the case study approach. Interviews with key actors were supported by other methods of gathering data and the triangulation of findings: documentary analysis and participant observation also provided valuable insights. Findings – The paper evaluates the validity of Beverland's six attributes of authenticity to the brand considered in this research. The results show that three of the attributes are more significant in the case considered here: stylistic consistency, relationship to place and downplaying commercial motives. Research limitations/implications – Future research may wish to consider other mass-market products and the relative importance of identified sources of authenticity. Consideration should be given to the degree to which consumers are willing to assimilate and act on messages related to authenticity and its antecedents. Originality/value – The findings are conceptually developed with reference to Leigh et al.'s levels of authenticity and considered with reference to six sources of authenticity important in the creation of brand auras. This paper originally and innovatively considers authenticity by looking indepth at the way in which a company operating in a mass-market context, rather than a luxury market setting, seeks to assert authenticity