Publication in conference proceedings
Brand authenticity versus brand reputation: Automobile sector
Sandra Loureiro (Loureiro, S. M. C.); Goulwen Le Bellego (Le Bellego, G.);
Proceedings of ANZMAC 2016 - Marketing in a Post-Disciplinary Era
Year (definitive publication)
2016
Language
English
Country
Australia
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(Last checked: 2024-11-18 01:11)

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Abstract
The current study aims to analyze the effect of both brand authenticity and brand reputation on brand attachment considering the automotive sector. A sample of 376 participants, members of car brand communities, collaborate in a survey. Findings reveal that the perception of authenticity could be more effective than brand reputation on enhancing brand attachment. However, the effect could depend on the car brand strategy. Limitations and suggestions for further research are also provided.
Acknowledgements
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Keywords
Brand authenticity,Corporate brand reputation,Brand attachment,Automotive industry
Funding Records
Funding Reference Funding Entity
UID/GES/00315/2013 Fundação para a Ciência e a Tecnologia
Publication Identifiers
ci-pub-31439
http://hdl.handle.net/10071/23294
Other Publication Details
2016
University of Canterbury, Department of Management, Marketing and Entrepreneurship, College of Business and Law
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978-0-473-37660-4 (print)
978-0-473-37660-4 (online)
430 - 436 7
Yes
Both (printed and digital)
Fortin, D., and Ozanne, L. K.
Australian and New Zealand Marketing Academy Conference (ANZMAC) 2016
ANZMAC
Christchurch, New Zealand
Conference
International
2016
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