Building Brand Authenticity
M. Beverland
Palgrave Macmillan, 2009
162,95 €On orderDelivery: 2-3 weeks
The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
- ISBN-13
- 9780230580312
- ISBN-10
- 0230580319
- Publisher
- Palgrave Macmillan
- Year
- 2009
- Publication date
- 2009-10-22
- Pages
- 219
- Dimensions
- 233x164x19
- Weight
- 518