Brand authenticity dimensions in the brazilian and american contexts
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Data de Publicação: | 2017 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Consumer Behavior Review |
Texto Completo: | https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/15038 |
Resumo: | The article aims to penetrate the world of Authenticity, which predates the Cicero era and thus develop the critical dimensions of brand authenticity based on the scales of Bruhn et al., 2012 and Napoli et al., 2013. For this, The Churchill Model (1979) was used as a base of the method through qualitative and quantitative phases and data was collected in Brazil and the United States. As a result there are 9 forming dimensions, with show distinct characteristics for different product categories. The brand authenticity is a multifaceted concept around the dimensions that compose it. In the age of experience where consumers have many choices and less faith in the products they consume, authenticity can exist to soften this lack of truth in the offerings. In addition, consumers know their products more than ever by easily accessing information on almost everything they want. In such a context, how can a brand be true? In order to discuss possible answers to this question and to find a deeper understanding about the world of authenticity, this article has been developed. |
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Consumer Behavior Review |
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Brand authenticity dimensions in the brazilian and american contextsDimensões de autenticidade de marca nos contextos brasileiro e estadunidensebrand authenticitydimensionsscales.autenticidade de marcadimensõesescalas.The article aims to penetrate the world of Authenticity, which predates the Cicero era and thus develop the critical dimensions of brand authenticity based on the scales of Bruhn et al., 2012 and Napoli et al., 2013. For this, The Churchill Model (1979) was used as a base of the method through qualitative and quantitative phases and data was collected in Brazil and the United States. As a result there are 9 forming dimensions, with show distinct characteristics for different product categories. The brand authenticity is a multifaceted concept around the dimensions that compose it. In the age of experience where consumers have many choices and less faith in the products they consume, authenticity can exist to soften this lack of truth in the offerings. In addition, consumers know their products more than ever by easily accessing information on almost everything they want. In such a context, how can a brand be true? In order to discuss possible answers to this question and to find a deeper understanding about the world of authenticity, this article has been developed.O artigo tem o intuito de penetrar no mundo da Autenticidade, que antecede a época de Cicero e, portanto, desenvolver as dimensões críticas de autenticidade de marca baseada nas escalas de Bruhn et al. (2012) e Napoli et al. (2013). Para isso, o Modelo de Churchill (1979) foi utilizado como balizador do método por meio de fases qualitativas e quantitativas e coletas de dados no Brasil e nos Estados Unidos. Como resultado tem-se 9 dimensões formadoras, com características distintas para diferentes categorias de produtos. A autenticidade da marca é um conceito multifacetado em torno das dimensões que a compõem. Na era da experiência em que os consumidores têm muitas escolhas e menos fé nos produtos que consomem, a autenticidade pode existir para suavizar esta falta de verdade nas ofertas. Além disso, os consumidores conhecem seus produtos, mais do que nunca, por meio do fácil acesso a informações de quase tudo o que eles querem. Em tal contexto, como uma marca pode ser verdadeira? A fim de discutir possíveis respostas a esta questão e encontrar uma compreensão mais profunda sobre o mundo da autenticidade, este artigo foi desenvolvido.Universidade Federal de Pernambuco2017-12-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/1503810.51359/2526-7884.2017.15038CBR - Consumer Behavior Review; Vol. 1 No. 2 (2017): july-december; 45-57CBR - Consumer Behavior Review; v. 1 n. 2 (2017): julho-dezembro; 45-572526-7884reponame:Consumer Behavior Reviewinstname:Universidade Federal de Pernambuco (UFPE)instacron:UFPEporhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/15038/25783Copyright (c) 2017 CBR - Consumer Behavior Reviewinfo:eu-repo/semantics/openAccessKososki, Maiara ReginaPrado, Paulo Henrique Muller2023-05-26T02:11:00Zoai:oai.periodicos.ufpe.br:article/15038Revistahttps://periodicos.ufpe.br/revistas/cbrPUBhttps://periodicos.ufpe.br/revistas/cbr/oaicbr@ufpe.br||periodicos.ufpe@ufpe.br2526-78842526-7884opendoar:2023-05-26T02:11Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)false |
dc.title.none.fl_str_mv |
Brand authenticity dimensions in the brazilian and american contexts Dimensões de autenticidade de marca nos contextos brasileiro e estadunidense |
title |
Brand authenticity dimensions in the brazilian and american contexts |
spellingShingle |
Brand authenticity dimensions in the brazilian and american contexts Kososki, Maiara Regina brand authenticity dimensions scales. autenticidade de marca dimensões escalas. |
title_short |
Brand authenticity dimensions in the brazilian and american contexts |
title_full |
Brand authenticity dimensions in the brazilian and american contexts |
title_fullStr |
Brand authenticity dimensions in the brazilian and american contexts |
title_full_unstemmed |
Brand authenticity dimensions in the brazilian and american contexts |
title_sort |
Brand authenticity dimensions in the brazilian and american contexts |
author |
Kososki, Maiara Regina |
author_facet |
Kososki, Maiara Regina Prado, Paulo Henrique Muller |
author_role |
author |
author2 |
Prado, Paulo Henrique Muller |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Kososki, Maiara Regina Prado, Paulo Henrique Muller |
dc.subject.por.fl_str_mv |
brand authenticity dimensions scales. autenticidade de marca dimensões escalas. |
topic |
brand authenticity dimensions scales. autenticidade de marca dimensões escalas. |
description |
The article aims to penetrate the world of Authenticity, which predates the Cicero era and thus develop the critical dimensions of brand authenticity based on the scales of Bruhn et al., 2012 and Napoli et al., 2013. For this, The Churchill Model (1979) was used as a base of the method through qualitative and quantitative phases and data was collected in Brazil and the United States. As a result there are 9 forming dimensions, with show distinct characteristics for different product categories. The brand authenticity is a multifaceted concept around the dimensions that compose it. In the age of experience where consumers have many choices and less faith in the products they consume, authenticity can exist to soften this lack of truth in the offerings. In addition, consumers know their products more than ever by easily accessing information on almost everything they want. In such a context, how can a brand be true? In order to discuss possible answers to this question and to find a deeper understanding about the world of authenticity, this article has been developed. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-12-22 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/15038 10.51359/2526-7884.2017.15038 |
url |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/15038 |
identifier_str_mv |
10.51359/2526-7884.2017.15038 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/15038/25783 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2017 CBR - Consumer Behavior Review info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2017 CBR - Consumer Behavior Review |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Pernambuco |
publisher.none.fl_str_mv |
Universidade Federal de Pernambuco |
dc.source.none.fl_str_mv |
CBR - Consumer Behavior Review; Vol. 1 No. 2 (2017): july-december; 45-57 CBR - Consumer Behavior Review; v. 1 n. 2 (2017): julho-dezembro; 45-57 2526-7884 reponame:Consumer Behavior Review instname:Universidade Federal de Pernambuco (UFPE) instacron:UFPE |
instname_str |
Universidade Federal de Pernambuco (UFPE) |
instacron_str |
UFPE |
institution |
UFPE |
reponame_str |
Consumer Behavior Review |
collection |
Consumer Behavior Review |
repository.name.fl_str_mv |
Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE) |
repository.mail.fl_str_mv |
cbr@ufpe.br||periodicos.ufpe@ufpe.br |
_version_ |
1797220395758125056 |