Building brand authenticityMichael Beverland
Building brand authenticity
Michael Beverland · 2009
Where to buy
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About the book
"The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. This book proposes to do so. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity"--Provided by publisher.
Book details
- Year
- 2009
- Language
- English
- Publisher
- Palgrave Macmillan
- Editions
- 4
- ISBN
- 9780230580312
Data source: Wikidata
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