Les particules expérientielles de la quête d'authenticité du consommateur

Brand heritage: The past in the service of brand management

“…Another stream of research, within postmodern approaches to consumption, is concerned with the concept of authenticity in marketing (Arnould and Price, 2000;Beverland, 2009;Cova and Cova, 2002). The question of authenticity arises through the prism of experience (Cova and Cova, 2002) or through the brand perceived as authentic (Camus, 2004).…”

“…Another stream of research, within postmodern approaches to consumption, is concerned with the concept of authenticity in marketing (Arnould and Price, 2000;Beverland, 2009;Cova and Cova, 2002). The question of authenticity arises through the prism of experience (Cova and Cova, 2002) or through the brand perceived as authentic (Camus, 2004). Brand authenticity is defined as a perception that the brand is faithful both to itself and its consumers and also that it is responsible and able to help its consumers remain true to themselves (Morhart et al, 2015).…”

“…The use of the past operates at several levels not only in the formation of the perception of authenticity -continuity, credibility, integrity, and symbolism (Morhart et al, 2015) -but also in the celebration of heritage (Leigh et al, 2006) and temporalization (Cova and Cova, 2002). As with nostalgia, claiming a certain authenticity does not ensure the brand is perceived as such (Beverland et al, 2008).…”

Patrimoine de marque : le passé au service du management de la marque

“…En complément, un courant s'intéresse au concept d'authenticité en marketing, au sein des approches postmodernes de la consommation (Arnould et Price, 2000 ;Beverland, 2009 ;Cova et Cova, 2002). La question de l'authenticité se pose à travers le prisme de l'expérience (Cova et Cova, 2002), ou à travers la marque perçue comme authentique (Camus, 2004).…”

“…En complément, un courant s'intéresse au concept d'authenticité en marketing, au sein des approches postmodernes de la consommation (Arnould et Price, 2000 ;Beverland, 2009 ;Cova et Cova, 2002). La question de l'authenticité se pose à travers le prisme de l'expérience (Cova et Cova, 2002), ou à travers la marque perçue comme authentique (Camus, 2004). L'authenticité de la marque est définie comme une perception que la marque est à la fois fidèle à elle-même et envers ses consommateurs, mais aussi responsable et capable d'aider ses consommateurs à rester fidèles à eux-mêmes (Morhart et al, 2015).…”