… Beverland is a professor of Marketing, and the head of department, strategy and marketing,
at the University of Sussex Business School, UK His research is focused on consumer …

Authenticity is one of the cornerstones of contemporary marketing practice yet confusion
surrounds the nature and use of authenticity in the brand arena. Examining the strategies of 26 …

Drawing from image-elicited depth interviews, we investigate whether consumers pursue
the consumption of authentic objects with specific personal goals in mind. We find that …

Postmodern consumers use brands to create an authentic self and to reconnect to place,
time, culture and others. Although previous research has identified that consumers draw on a …

… holders of tradition can substantively back up their claims of authenticity, and many mass-market
firms cannot justify the expense of such activities or carry it out effectively (Beverland …

“Fanaticism” and its cognates, “fan” and “fanatic,” have been defined in inconsistent,
contradictory, and often, nondiscriminant ways across disciplines. Due to these problematic …

We examine the value of design thinking in times of crisis. Drawing on examples of firm
innovations during the 2020 Covid-19 lockdown, we propose that disruptive events represent …

This paper reviews the contributions of qualitative methods to the development of advertising
as represented within the Journal of Advertising Research over the last 50 years. The …

In order to sustain and grow brand equity, brand managers are faced with balancing the
preservation of existing brand identity through consistency with the need to maintain relevance, …

… Beverland is senior lecturer in the Department of Management at the University of Melbourne.
… Beverland's research interests include customer-desired value change, luxury branding, …