HIGHLIGHTS
- who: Chinese luxury branding et al. from the Authenticity in ChinaDepartment of Marketing, School of Management, Shanghai University of International Business and Economics, Shanghai, China have published the article: Brands Through Brand Authenticity, in the Journal: (JOURNAL)
- what: The participants` narratives in this research show that brand owners and managers invest great efforts in making traditional craftsmanship sustainable to develop the impression of authenticity. Beverland discusses crafting authenticity for status brands, this research examines why and how brand managers can develop luxury brands with a low visual prominence and discreet signals in their design.
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