Abstract
| Original language | English |
|---|---|
| Journal | Journal of Advertising |
| Volume | 37 |
| Issue number | 1 |
| Pages (from-to) | 5-15 |
| ISSN | 0091-3367 |
| DOIs | |
| Publication status | Published - 2008 |
| Externally published | Yes |
Cite this
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Projecting Authenticity through Advertising : Consumer Judgment of Advertisers’ Claims. / Beverland, Michael; Lindgreen, Adam; Vink, Michiel W.
In: Journal of Advertising, Vol. 37, No. 1, 2008, p. 5-15.Research output: Contribution to journal › Journal article › Research › peer-review
TY - JOUR
T1 - Projecting Authenticity through Advertising
T2 - Consumer Judgment of Advertisers’ Claims
AU - Beverland, Michael
AU - Lindgreen, Adam
AU - Vink, Michiel W.
PY - 2008
Y1 - 2008
N2 - Authenticity is a cornerstone of contemporary marketing. Yet how do firms develop brand positions based on authenticity when marketing, and in particular, advertising, is believed to be antithetical to such positioning? We examine how consumers assess the claims of Trappist and Abbey beer brands. We identify three forms of authenticity: pure (literal) authenticity, approximate authenticity, and moral authenticity. In each case, consumers draw on either indexical or iconic cues to form judgments of authenticity, although the type of cue and degree of abstraction differ across the three types. We also find that the informants are duped by careful advertisements, and explain this by proposing that the relationships between indexical and iconic cues are closer than previously thought.
AB - Authenticity is a cornerstone of contemporary marketing. Yet how do firms develop brand positions based on authenticity when marketing, and in particular, advertising, is believed to be antithetical to such positioning? We examine how consumers assess the claims of Trappist and Abbey beer brands. We identify three forms of authenticity: pure (literal) authenticity, approximate authenticity, and moral authenticity. In each case, consumers draw on either indexical or iconic cues to form judgments of authenticity, although the type of cue and degree of abstraction differ across the three types. We also find that the informants are duped by careful advertisements, and explain this by proposing that the relationships between indexical and iconic cues are closer than previously thought.
UR - http://sfx-45cbs.hosted.exlibrisgroup.com/45cbs?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&ctx_enc=info:ofi/enc:UTF-8&ctx_ver=Z39.88-2004&rfr_id=info:sid/sfxit.com:azlist&sfx.ignore_date_threshold=1&rft.object_id=954921365546
U2 - 10.2753/JOA0091-3367370101
DO - 10.2753/JOA0091-3367370101
M3 - Journal article
VL - 37
SP - 5
EP - 15
JO - Journal of Advertising
JF - Journal of Advertising
SN - 0091-3367
IS - 1
ER -