Searching for the Authentic: : A Strategic Look at Authenticities Role in Branding and CSR/Social Initiatives

ISBN-13: 9786139929283 / Angielski / Miękka / 2018 / 124 str.

Anna Kasper

Opis

Authenticity holds an important place in our lives. However, interpreting what is authentic is no easy task. There are layers and levels to authenticity. It is subjective, allusive, and equally inclusive. If we look at authenticity as the privileged ability to make and decipher truth claims, then we are able to move forward and look at the role it plays in the market today. When it comes to branding and CSR, numerous studies have shown that authenticity is one of the most important characteristics that consumers are looking for. When consumers find a brand and its CSR to be authentic, they are rewarding it with their trust, loyalty, and recommendations (Cohn&Wolfe, 2014). Though, in its current state, CSR is drowning in the weight of authentic representation and desired level of social leadership.

O autorze

Kasper, Anna
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