KOREASCHOLAR

GENERATING BRAND AUTHENTICITY: CASES OF TUSCAN WINE COMPANIES

Silvia Ranfagni, Aldo Burresi, Massimo Rosati
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/299253
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
pp.222-227
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Our work analyses the theme of authenticity as a process of self-appropriation pursued by companies during their existence. The goal is to investigate this process by identifying the trade-off companies have faced. By doing this, we propose to recognize the sources of brand authenticity. The research methodology is based on the case analysis of Tuscan wine companies that are emblematic for the topic investigated.

Keyword
brandauthenticitywineneo-realismcore value
Author
  • Massimo Rosati(University of Florence)
  • Aldo Burresi(University of Florence)
  • Silvia Ranfagni(University of Florence)