Marsden, J (Accepted: 2017) Misleading visual brand identity: Exploring consumer perceptions. In: 13th Global Brand Conference 2018, 02-04 May 2018, Newcastle Upon Tyne, UK. (Unpublished)
Abstract
Authenticity has emerged as an important dimension of branding, in which recent studies have sought to understand the attributes and the measurement of this construct. Yet despite these advances, our understanding of this dimension’s relevance and influence on consumer perceptions remains limited. The purpose of this paper is to explore the influence of authenticity in relation to a brand’s visual identity, and specifically examine consumer response to a misleading visual identity. To this end, we report the preliminary findings from a pilot survey that solicited the perceptions of high street consumers in response to a visual identity that expresses a misleading country-of-origin. The preliminary findings suggests that whilst consumers felt misled, there was little negative impact on the perception of the brand by its consumers. Early indications reveal that brand authenticity has less relevance to consumers in the fast fashion sector, where the value is placed on the style of the actual merchandise.
Metadata
Item Type: | Conference or Workshop Item |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | This is an author produced version of a conference presentation originally presented at 13th Global Brand Conference, Newcastle Upon Tyne, 2nd-4th May 2018. |
Keywords: | Brand identity, brand authenticity, brand image |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 19 Oct 2018 13:01 |
Last Modified: | 29 Feb 2024 13:02 |
Status: | Unpublished |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:137384 |