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 …

… 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 …

The relationship between design and marketing is an uneasy one. Managing this tension is
critical for luxury marketers, whose point of differentiation is a combination of design …

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 …

Design thinking has attracted considerable interest from practitioners and academics alike,
as it offers a novel approach to innovation and problem‐solving. However, there appear to be …

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 …

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, …

In order to enhance consumers' emotional connections to the brand and provide a point of
differentiation in a hyper-competitive environment, retailers have increasingly turned their …

Product innovation is vital to ongoing brand equity and has been responsible for revitalizing
many brands, including Apple, Dunlop Volley, Mini, and Gucci. While several scholars have …