MANAGING INTEGRATED MARKETING COMMUNICATION (IMC) THROUGH STRATEGIC DECOUPLING: How Luxury Wine Firms Retain Brand Leadership While Appearing to Be Wedded to the Past

By M. Beverland, S. Luxton. 2005

181 citations recorded by the source corpus.

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Brand authentication: creating and maintaining brand auras (2009, background): “…sought to initiate the process of addressing the gap in the literature identified by Beverland and Luxton (2005) and Beverland (2006) – that is, through a “behind the scenes” (Beverland, 2006, p. 258) consideration of “how firms create and maintain” (Beverland and Luxton, 2005, p. 103) brand auras.”
Projecting Authenticity Through Advertising: Consumer Judgments of Advertisers' Claims (2008, background): “However, using advertising to project an image of authenticity is difficult because methods of mass marketing are believed to undermine such claims (Beverland and Luxton 2005).”
Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management's Passion for its Products (2016, background): “In their study of authenticity in the wine industry, Beverland and Luxton (2005) describe how wine producers emphasize traditional production methods (i.e., a consistent style) to project an authentic image, despite the fact that these producers may actually adopt technologically advanced methods.”