Building brand authenticity

Michael Beverland

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish
Title of host publicationThe Definitive Book of Branding
EditorsKartikeya Kompella
Place of PublicationLondon, U. K.
PublisherSage Publications
Pages110-131
Number of pages21
ISBN (Print)9788132117735
Publication statusPublished - 2014

Keywords

  • Branding

Cite this

Beverland, M. (2014). Building brand authenticity. In K. Kompella (Ed.), The Definitive Book of Branding (pp. 110-131). [6] Sage Publications.