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Towards a new understanding of brand authenticity: seeing through the lens of Millennials
| Content Provider | Semantic Scholar |
|---|---|
| Author | Pattuglia, Simonetta Mingione, Michela |
| Copyright Year | 2016 |
| Abstract | Objectives. The purpose of this study is to explore Millennials’ perceptions of brand authenticity in relation to their experience with well-established brands. Methodology. This study pursues a mixed approach, applying survey and focus groups as research methods. The quantitative study used cluster analysis to verify the differences and homogeneity of Millennials’ brand authenticity perceptions of well-established Italian brands (Vespa, Peroni and Cinecitta Studios). Then, to explain and explore quantitative findings, focus groups revealed how and why Millennials judged these brands to be (in)authentic. Findings. Four clusters of Millennials (i.e., the Engaged, the Cheated, the Believer, and the Sceptical) emerged, each ascribing a specific hierarchy to brand authenticity attributes. On the contrary, qualitative results show a transversal construct that unify Millennials’ quest for authenticity, namely coherence (i.e., coherency over time, coherency between brand promise and its delivery and coherency between the brand identity and the consumers’ identity). Research limits. This research considers only Millennials and well-established brands. Therefore, the specific sample of respondents and brands might limit the generalizability of findings. Practical implications. Managers should invest on Millennials, with a careful attention to misalignment of brand values over time and to gaps between the brand promise and its delivery. Originality of the study. This study suggests a shift from a historically-based approach to a more holistic one that takes into account the multifaceted nature of brand authenticity related to their quest for coherency. |
| File Format | PDF HTM / HTML |
| DOI | 10.7433/s103.2017.03 |
| Alternate Webpage(s) | https://ojs.sijm.it/index.php/sinergie/article/download/102/43 |
| Alternate Webpage(s) | https://doi.org/10.7433/s103.2017.03 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
