Dissertation/Thesis Abstract

Searching for the Authentic: A Strategic Look at Authenticities Role in Branding and CSR/Social Initiatives
by Kasper, Anna, M.A., The American University of Paris (France), 2015, 110; 10305759
Abstract (Summary)

Authenticity holds an important place in our lives. However, interpreting what is authentic is no easy task. There are layers and levels to authenticity. It is subjective, allusive, and equally inclusive. If we look at authenticity as the privileged ability to make and decipher truth claims, then we are able to move forward and look at the role it plays in the market today. When it comes to branding and CSR, numerous studies have shown that authenticity is one of the most important characteristics that consumers are looking for. When consumers find a brand and its CSR to be authentic, they are rewarding it with their trust, loyalty, and recommendations (Cohn&Wolfe, 2014). Though, in its current state, CSR is drowning under the weight of authenticity and desired levels of social leadership. The allusive quality of authenticity is manifested in brands as they produce varying levels of authentic products, experiences, and services. Thus, consumers are left not only to decipher if the brand itself is authentic, but if it provides a platform for authentic co-creation of meaning (Anderson et al., 2008). In the following chapters, through the use of secondary research and primary interviews, we will look more closely at how authenticity materializes within branding and CSR, if the relationship between consumers, brands and CSR are becoming a new system of governance, and how authenticity is communicated with the consumers. These topics will allow us to dive further into understanding the role authenticity plays in branding and CSR/Social Initiatives.

Key Words: Authenticity, Branding, CSR, Purpose Branding, Value Creation.

Indexing (document details)
Advisor: Earhart, Robert
Commitee: Elder, Tanya
School: The American University of Paris (France)
Department: Global Communications
School Location: France
Source: MAI 56/02M(E), Masters Abstracts International
Source Type: DISSERTATION
Subjects: Marketing
Keywords: Authenticity, Branding, Corporate social responsibility, Purpose branding, Value creation
Publication Number: 10305759
ISBN: 9781369493238
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