Athwal, N.K. and Harris, L. (2018) Examining how brand authenticity is established and maintained: the case of the Reverso. Journal of Marketing Management, 34 (3-4). pp. 347-369. ISSN 0267-257X
Abstract
This article examines how brand authenticity is established and maintained. Existing studies focus on building authenticity; this article responds to calls for longitudinal research to explore its evolution. A historical and present-day analysis of Jaeger-LeCoultre (a luxury watch manufacturer), employing multiple sources of qualitative data, reveals the dynamic nature of authenticity. Throughout the course of a brand’s lifetime, its authenticity is maintained by employing different strategies that emphasise various interrelated dimensions of genuineness. Early projections of authenticity are centred on a germination strategy, where an emphasis on craftsmanship develops a sense of sincerity and integrity. As the brand grows through a prolific product extension strategy, its authenticity is cultivated through quality commitment, resulting in stylistic consistency. As the brand reaches maturity it returns to its roots, emphasising craftsmanship and leading to brand integrity. Following the analysis, the theoretical and managerial implications are presented.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2018 Taylor & Francis. |
Keywords: | Brand authenticity; branding strategy; heritage; luxury; brand history |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 28 Mar 2018 08:45 |
Last Modified: | 16 Nov 2020 09:22 |
Status: | Published |
Publisher: | Taylor & Francis |
Refereed: | Yes |
Identification Number: | 10.1080/0267257X.2018.1447008 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:128973 |