Can commerce be authentic? Developing and testing consumer-based measures of brand authenticity. Academics and practitioners identify the management of brand authenticity as a critical success factor in building brand equity. Significant opportunities exist for Australian firms to benefit from application of a brand authenticity scale in the development of brand communication strategies. In particular, small firms where reputation can be built on an authentic connection to family or regional his ....Can commerce be authentic? Developing and testing consumer-based measures of brand authenticity. Academics and practitioners identify the management of brand authenticity as a critical success factor in building brand equity. Significant opportunities exist for Australian firms to benefit from application of a brand authenticity scale in the development of brand communication strategies. In particular, small firms where reputation can be built on an authentic connection to family or regional history; tourism organisations where consumption is driven by authenticity; or exporters of local brands where perceptions of what is authentically Australian are critical. It is also significant for sports organisations where the opportunity to self-authenticate is a major motivation for consumers whether spectator or participant.Read moreRead less
Discovery Early Career Researcher Award - Grant ID: DE120101588
Funder
Australian Research Council
Funding Amount
$375,000.00
Summary
The impact of aggregate and idiosyncratic shocks and uncertainties: do immigrants behave differently than the native-born? The project will examine the role of shocks/uncertainties on differences in consumption, savings and labour supply of immigrant and native-born indigenous and non-indigenous population. The results will help guide the formulation of immigration/integration policy, and facilitate the design of programs in response to shocks and financial crises.