The Role of Fashion Brand Authenticity in Product Management: A Holistic Marketing Approach

2014 ◽  
Vol 32 (2) ◽  
pp. 233-242 ◽  
Author(s):  
Hyeonyoung Choi ◽  
Eunju Ko ◽  
Eun Young Kim ◽  
Pekka Mattila
Keyword(s):  
Product Management ◽  
Brand Authenticity ◽  
Fashion Brand ◽  
Marketing Approach

scholarly journals The Role of Heritage and Authenticity in the Value Creation of Fashion Brand

2016 ◽  
Vol 9 (7) ◽  
pp. 135 ◽  
Author(s):  
Andrea Boccardi ◽  
Cristiano Ciappei ◽  
Lamberto Zollo ◽  
Maria Carmen Laudano
Keyword(s):  
Marketing Research ◽  
Fashion Industry ◽  
Consumer Experience ◽  
Brand Authenticity ◽  
The Past ◽  
Fashion Brand ◽  
Managerial Implications ◽  
Different Levels ◽  
Brand Heritage

<p>This paper builds on traditional and recent marketing research concerning the constituents of brand authenticity, particularly investigating consumers’ experience in the context of fashion industry. Specifically, we attempt to unpack the dimensions underlying the concept of brand authenticity by, first, correlating the role of heritage and ‘mythopoesis’ – the creation of a myth through repetitive narrative –  and, second, by applying our proposed theoretical framework to four Italian luxury fashion brands, namely Gucci, Salvatore Ferragamo, Lous Vuitton, and Stefano Ricci. Thanks to the positioning of such fashion brands according to different levels of heritage and authenticity, it emerges how mythopoesis allow brand marketers to transfer brand heritage from past to both present and future. In this way, the risk of brand fixation in the celebration of the past may be overcome. Managerial implications are finally discussed, showing how marketers may foster or hinder brand authenticity, and how such an aspect affects consumer experience and attitude toward the brand.</p>

Local versus global food consumption: the role of brand authenticity

2020 ◽  
Vol 37 (3) ◽  
pp. 317-327
Author(s):  
Petra Riefler
Keyword(s):  
Local Food ◽  
Experimental Studies ◽  
Local Food Movement ◽  
Content Type ◽  
Global Brands ◽  
Brand Authenticity ◽  
Consumer Markets ◽  
Food Movement ◽  
Global Food

Purpose This paper aims at investigating the contemporary trend toward regional consumption from the perspective of consumers’ search for brand authenticity. In particular, the paper joins literature on brand authenticity from the marketing literature and literature on the local food movement to investigate consumers’ response to authenticity claims in the competition of local and global food brands. Design/methodology/approach The paper engages in a series of three experimental studies; one of which uses a Becker–DeGroot–Marschak lottery to assess individuals’ willingness to pay for authenticity claims of (non)global brands. Findings Findings show that authenticity perceptions lead to higher brand value independent of brand globalness; while global brands can mitigate competitive disadvantages in localized consumer markets by actively authenticating their brand image. Originality/value This paper reveals the usefulness of authentic brand positioning for global beverage brands when competing with local beverage brands to overcome the liability of globalness. To sustainably benefit from the local food movement, local brands thus will require to build up brand images beyond associations of mere authenticity.

scholarly journals Kepuasan, Kepercayaan, Komitmen dan Loyalitas Mahasiswa

2021 ◽  
Vol 18 (2) ◽  
pp. 197-213
Author(s):  
Asep Suhendar ◽  
Eveline Yeremia ◽  
Verra Aprilianty Mutohariatul
Keyword(s):  
Academic Staff ◽  
Internal Marketing ◽  
Economic Competition ◽  
Internal Resources ◽  
Mediating Role ◽  
Employees Satisfaction ◽  
Foreign Universities ◽  
Major Consideration ◽  
Marketing Approach

Universities in Indonesia, including in Bandung, inspite of being a social organization, it must be able to compete with the foreign universities. Internal Marketing approach is one way to analyze the strengths of Internal Resources owned by a service company. This study examines the mediating role of satisfaction in trust and commitment relationships with loyalty in a University in Bandung. Sample size is 162 respondents whom taken by self-administered questionnaires from bureau academic staff of X University. This research shows that satisfaction is still a major consideration that cause loyalty, since there is a fully mediating role of satisfaction in trust and loyalty relationship. It means that trust should be elaborated into satisfaction firstly before turn into loyalty. The authors also make some recommendations, especially the recommendation that satisfaction is still an important factor in determining loyalty, It means that a universities in Bandung should developed employees’ satisfaction to survive in the borderless economic competition.

scholarly journals Critical reflections on cultural appropriation, race and the role of fancy dress costume

2020 ◽  
Vol 11 (2) ◽  
pp. 153-173 ◽  
Author(s):  
Benjamin Linley Wild
Keyword(s):  
Academic Engagement ◽  
News Story ◽  
Cultural Appropriation ◽  
Self Awareness ◽  
Unique Contribution ◽  
Fashion Brand ◽  
Growing Body ◽  
Nuanced Understanding ◽  
Social Importance

Cultural appropriation in fashionable dress has become an increasingly urgent subject within scholarly and generalist discussions. Few weeks now pass without a news story criticizing a fashion brand for producing and promoting culturally insensitive clothing. A form of clothing most frequently and controversially associated with cultural trespass, but generally marginalized within academic enquiries, is fancy dress costume. This article seeks, first, to promote a critical and continuous academic engagement with fancy dress costume and contribute to a growing body of scholarship that recognizes its cultural and social importance. Second, I complicate discussions about the causes of cultural appropriation within fancy dress costume by reflecting on the circumstances and motives in which people perform, dressed very differently to their conventional appearance. Addressing these points, the article makes a unique contribution to clothing studies and discussions about cultural appropriation by advocating a more nuanced understanding of people’s self-awareness when they participate in fancy dress costume, and suggests how this might be achieved.

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