Website
http://dataportal.arc.gov.au/NCGP/API/grants/DP0985178
Funding Status
Closed
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Funded Activity Summary
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.Funded Activity Details
Start Date: 2009
End Date: 12-2009
Funding Scheme: Discovery Projects
Funding Amount: $35,000.00
Funder: Australian Research Council
Research Topics
ANZSRC Field of Research (FoR)
Marketing And Market Research | Marketing
ANZSRC Socio-Economic Objective (SEO)
Marketing | Consumption |
