Towards a new understanding of brand authenticity: seeing through the lens of millennials
DOI:
https://doi.org/10.7433/s103.2017.03Keywords:
brand authenticity; millennials; Italian brands; brand coherenceAbstract
Purpose of the paper: The purpose of this study is to explore millennials’ perceptions of brand authenticity in relation to their experience with well-established brands.
Methodology: This study pursues a mixed approach, applying survey and focus groups as research methods. The quantitative study used cluster analysis to verify the differences and homogeneity of millennials’ brand authenticity perceptions of well-established Italian brands (Vespa, Peroni and Cinecittà Studios). Then, it goes on to explain and explore the quantitative findings, focus groups revealed how and why millennials judged these brands to be (in)authentic.
Findings: Four clusters of millennials (i.e., the Engaged, the Cheated, the Believer, and the Skeptics) emerged, each ascribing a specific hierarchy to brand authenticity attributes. In contrast, qualitative results show a transversal construct that unify millennials’ quest for authenticity, namely coherence (i.e., coherency over time, coherency between brand promise and its delivery, and coherency between the brand identity and the consumers’ identity).
Research limits: This study only considers millennials and well-established brands. Therefore, the specific sample of respondents and brands might limit the generalizability of findings.
Practical implications: Managers should invest on millennials, paying careful attention to the misalignment of brand values over time and to gaps between brand promise and its delivery. In fact, being the “Digital generation” millennials have a tremendous power in legitimating or de-legitimating the authenticity of brands, especially through e-WOM.
Originality of the paper: This study suggests a shift from a historically-based approach to a more holistic one that takes into account the multifaceted nature of brand authenticity related to its quest for coherency.
References
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BALMER J.M.T. (2012b), “Strategic corporate brand alignment: perspectives from identity based views of corporate brands”, European Journal of Marketing, vol. 46, n. 7/8, pp. 1064-1092.
BENDIX R. (1997), In search of authenticity: The formation of folklore studies, University of Wisconsin Press, Madison.
BERTILSSON J., CASSINGER C. (2011), “Governing consumers through freedom: A theoretical discussion of the co-creation branding paradigm”, Advances in Consumer Research, European Conference Proceedings, vol. 9, pp. 412-416.
BEVERLAND M. (2006), “The ‘real thing’: branding authenticity in the luxury wine trade”, Journal of Business Research, vol. 59, n. 2, pp. 251-258.
BEVERLAND M., LUXTON S. (2005), “Managing integrated marketing communication (IMC) through strategic decoupling: How luxury wine firms retain brand leadership while appearing to be wedded to the past”, Journal of Advertising, vol. 34, n. 4, pp. 103-116.
BEVERLAND M.B. (2005), “Crafting brand authenticity: the case of luxury wines”, Journal of Management Studies, vol. 42, n. 5, pp. 1003-1029.
BEVERLAND M.B., FARRELLY F.J. (2010), “The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes”, Journal of Consumer Research, vol. 36, n. 5, pp. 838-856.
BEVERLAND M.B., FARRELLY F.J., QUESTER P.G. (2010), “Authentic subcultural membership: Antecedents and consequences of authenticating acts and authoritative performances”, Psychology and Marketing, vol. 27, n. 7, pp. 698-716.
BEVERLAND M.B., LINDGREEN A., VINK M.W. (2008), “Projecting authenticity through advertising: Consumer judgments of advertisers’ claims”, Journal of Advertising, vol. 37, n. 1, pp. 5-15.
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CHALMERS T.D. (2008), “Advertising authenticity: Resonating replications of real life”, European Advances in Consumer Research, vol. 8, pp. 442-443.
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CHHABRA D. (2005), “Defining authenticity and its determinants: Toward an authenticity flow model”, Journal of Travel Research, vol. 44 n. 1, pp. 64-73.
CORCIOLANI M. (2014), “How do authenticity dramas develop? An analysis of Afterhours fans’ responses to the band’s participation in the Sanremo music festival”, Marketing Theory, vol. 14, n. 2, pp. 185-206.
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FEREDAY J., MUIR-COCHRANE E. (2008), “Demonstrating rigor using thematic analysis: A hybrid approach of inductive and deductive coding and theme development”, International Journal of Qualitative Methods, vol. 5, n. 1, pp. 80-92.
FINE G.A. (2003), “Crafting authenticity: The validation of identity in self-taught art”, Theory and Society, vol. 32, n. 2, pp. 153-180.
FIONDA A.M., MOORE C.M. (2009), “The anatomy of the luxury fashion brand”, Journal of Brand Management, vol. 16, n. 5, pp. 347-363.
GILMORE J.H., PINE B.J. (2007), Authenticity: What consumers really want, Harvard Business School Press, Boston.
GRAYSON K., MARTINEC R. (2004), “Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings”, Journal of Consumer Research, vol. 31, n. 2, pp. 296-312.
GREENBAUM T.L. (2000), Moderating focus groups: A practical guide for group facilitation, Sage Publications, Thousand Oaks.
GUSTAFSSON C. (2006), “Brand Trust and Authenticity: The Link between Trust in Brands and the Consumer’s Role on the Market”, European Advances in Consumer Research, vol. 7, pp. 522-527.
HATCH M.J., SCHULTZ M. (2001), “Are the strategic stars aligned for your corporate brand?”, Harvard Business Review, vol. 79, n. 2, pp. 128-134.
HOLT D.B. (2002), “Why do brands cause trouble? A dialectical theory of consumer culture and branding”, Journal of Consumer Research, vol. 29, n. 1, pp. 70-90.
HOWE N., STRAUSS W. (2000), Millennials Rising - The Next Great Generation, Random House, NewYork.
HYDÉN L.C., BÜLOW P.H. (2003), “Who’s talking: drawing conclusions from focus groups - some methodological considerations”, International Journal of Social Research Methodology, vol. 6, n. 4, pp. 305-321.
ILICIC J., WEBSTER C.M. (2014), “Investigating consumer-brand relational authenticity”, Journal of Brand Management, vol. 21, n. 4, pp. 342-363.
JANSSENS W., WIJNEN K., DE PELSMACKER P., VAN KENHOVE P. (2008), Marketing research with SPSS, Pearson Education Limited, Harlow.
KAPFERER J.N. (2008), The new strategic brand management, 4th ed., Kogan Page, London.
KATES S.M. (2004), “The dynamics of brand legitimacy: An interpretative study in the gay men’s community”, Journal of Consumer Research, vol. 31, n. 2, pp. 455-464.
KITZINGER J. (1994), “The Methodology of Focus Groups: The Importance of Interaction between Research Participants”, Sociology of Health and Illness, vol. 16, n. 1, pp. 103-121.
KITZINGER J. (1995), “Qualitative research: introducing focus groups”, British Medical Journal, vol. 311, pp. 299-302.
KITZINGER J., BARBOUR R. (1999), “Introduction: the challenge and promise of focus groups”, in Barbour R.S., Kitzinger J. (Eds.), Developing focus group research, Sage, London, pp. 1-20.
KOTZINETS R.V. (2001), “Utopian enterprise: Articulating the meanings of Star Trek’s culture of consumption”, Journal of Consumer Research, vol. 28, n. 1, pp. 67-88.
KRISHNAMURTHY S., DOU W. (2008), “Advertising with user-generated content: a framework and research agenda”, Journal of Interactive Marketing, vol. 8, n. 2, pp. 1-7.
LANTOS G.P. (2014), “Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever”, Journal of Consumer Marketing, vol. 31, n. 5, pp. 401-403.
LEIGH T.W., PETERS C., SHELTON J. (2006), “The consumer quest for authenticity: the multiplicity of meanings within the MG subculture of consumption”, Journal of the Academy of Marketing Science, vol. 34, n. 4, pp. 481-493.
MALHOTRA N.K. (2008), Marketing research: An applied orientation, fifth ed., Pearson Education, India.
MANNHEIM K. (1952), Sociologia della Conoscenza, Italian ed., Dedalo, Bari.
MEISTER J.C., WILLYERD K. (2010), “Mentoring Millennials. Spotlight on Leadership. The Next Generation”, Harvard Business Review, vol. 88, n. 5, pp. 67-72.
MORHART F., MALÄR L., GUÈVREMONT A., GIRARDIN F., GROHMANN B. (2014), “Brand Authenticity: An Integrative Framework and Measurement Scale”, Journal of Consumer Psychology, vol. 2, n. 2, pp. 200-218.
MUNIZ JR. A.M., O’GUINN T.C., (2001), “Brand Community”, Journal of Consumer Research, vol. 27, n. 4, pp. 412-432.
NAPOLI J., DICKINSON S.J., BEVERLAND M.B., FARRELLY F. (2014), “Measuring consumer-based brand authenticity”, Journal of Business Research, vol. 67, n. 6, pp. 1090-1098.
NOWAK L.I., NEWTON S.K. (2006), “Using the tasting room experience to create loyal customers”, International Journal of Wine Marketing, vol. 18, n. 3, pp.157-165.
ÖZSOMER A., ALTARAS S. (2008), “Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework”, Journal of International Marketing, vol. 16, n. 4, pp. 1-28.
PETERSON R.A. (2005), “In Search of Authenticity”, Journal of Management Studies, vol. 42, n. 5, pp. 1083-1098.
PINE B.J., GILMORE J.H. (2008), “The eight principles of strategic authenticity”, Strategy and Leadership, vol. 36, n. 3, pp. 35-40.
POSTREL V. (2003), The substance of style: How the rise of aesthetic values is remaking commerce, culture and consciousness, Harper Collins Publishers, New York.
RAINES C. (2002), “Managing Millennials”, in Raines C., Connecting Generations: the Sourcebook for a New Workplace, Crisp Publications, Menlo Park.
ROSE R.L., WOOD S.L. (2005), “Paradox and the consumption of authenticity through reality television”, Journal of Consumer Research, vol. 32, n. 2, pp. 284-296.
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SCHALLEHN M., BURMANN C., RILEY N. (2014), “Brand authenticity: Model development and empirical testing”, Journal of Product and Brand Management, vol. 23, n. 3, pp. 192-199.
SHEPARD S. (2004), Managing the Millennials, Shepard Communications Group, Willinston VT.
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STEWART D.W., SHAMDASANI P.N. (2014), Focus groups: Theory and practice, Sage Publications, Los Angeles-Washington DC.
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URDE M. (2013), “The corporate brand identity matrix”, Journal of Brand Management, vol. 20, n. 9, pp. 742-761.
WIEDMANN K.P., HENNIGS N., SCHMIDT S., WUESTEFELD T. (2011), “Drivers and outcomes of brand heritage: consumers’ perception of heritage brands in the automotive industry”, The Journal of Marketing Theory and Practice, vol. 19, n. 2, pp. 205-220.
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WILSON J.A., MORGAN J.E. (2011), “Friends or Freeloaders? Encouraging brand conscience and introducing the concept of emotion-based consumer loss mitigation”, Journal of Brand Management, vol. 18, n. 9, pp. 659-676.
WILSON M., GERBER L.E. (2008), “How Generational Theory Can improve Teaching: Strategies for Working with the Millennials”, Currents in Teaching and Learning, vol. 1, n. 1, pp. 29-44.
ARNOULD E.J., PRICE L.L. (2000), “Authenticating acts and authoritative performances: Questing for self and community”, in Ratneshwar S., Mick D.G., Huffman C. (Eds.), The Why of Consumption: contemporary perspectives on consumer motives, goals and desires, Routledge, London, pp. 141-163.
BALLANTYNE R., WARREN A., NOBBS K. (2006), “The evolution of brand choice”, The Journal of Brand Management, vol. 13, n. 4, pp. 339-352.
BALMER J.M.T. (2011), “Corporate heritage brands and the precepts of corporate heritage brand management: Insights from the British Monarchy on the eve of the royal wedding of Prince William (April 2011) and Queen Elizabeth II’s Diamond Jubilee (1952-2012)”, Journal of Brand Management, vol. 18, n. 8, pp. 517-544.
BALMER J.M.T. (2012a), “Corporate brand management imperatives: custodianship, credibility, and calibration”, California Management Review, vol. 54, n. 3, pp. 1-28.
BALMER J.M.T. (2012b), “Strategic corporate brand alignment: perspectives from identity based views of corporate brands”, European Journal of Marketing, vol. 46, n. 7/8, pp. 1064-1092.
BENDIX R. (1997), In search of authenticity: The formation of folklore studies, University of Wisconsin Press, Madison.
BERTILSSON J., CASSINGER C. (2011), “Governing consumers through freedom: A theoretical discussion of the co-creation branding paradigm”, Advances in Consumer Research, European Conference Proceedings, vol. 9, pp. 412-416.
BEVERLAND M. (2006), “The ‘real thing’: branding authenticity in the luxury wine trade”, Journal of Business Research, vol. 59, n. 2, pp. 251-258.
BEVERLAND M., LUXTON S. (2005), “Managing integrated marketing communication (IMC) through strategic decoupling: How luxury wine firms retain brand leadership while appearing to be wedded to the past”, Journal of Advertising, vol. 34, n. 4, pp. 103-116.
BEVERLAND M.B. (2005), “Crafting brand authenticity: the case of luxury wines”, Journal of Management Studies, vol. 42, n. 5, pp. 1003-1029.
BEVERLAND M.B., FARRELLY F.J. (2010), “The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes”, Journal of Consumer Research, vol. 36, n. 5, pp. 838-856.
BEVERLAND M.B., FARRELLY F.J., QUESTER P.G. (2010), “Authentic subcultural membership: Antecedents and consequences of authenticating acts and authoritative performances”, Psychology and Marketing, vol. 27, n. 7, pp. 698-716.
BEVERLAND M.B., LINDGREEN A., VINK M.W. (2008), “Projecting authenticity through advertising: Consumer judgments of advertisers’ claims”, Journal of Advertising, vol. 37, n. 1, pp. 5-15.
BOLTON R.N., PARASURAMAN A., HOEFNAGELS A. (2013), “Understanding Generation Y and their use of social media: a review and research agenda”, Journal of service Management, vol. 24, n. 3, pp. 245-267.
BOYATZIS R.E. (1998), Transforming qualitative information: Thematic analysis and code development, Sage, Thousand Oaks.
BRISLIN, R.W. (1986), “The wording and translation of research instruments”, in Lonner W.J., Berry J.W. (Eds.), Field methods in cross-cultural research, pp. 137-164.
BROWN S., KOTZINETS R.V., SHERRY JR J.F. (2003), “Teaching old brands new tricks: retro branding and the revival of brand meaning”, Journal of Marketing, vol. 67, n. 3, pp. 19-33.
BRUHN M., SCHOENMULLER V., SCHAFER D., HEINRICH D. (2012), “Brand Authenticity: Towards a Deeper Understanding of its Conceptualization and Measurement”, Advances in Consumer Research, vol. 40, pp. 567-576.
CHALMERS T.D. (2008), “Advertising authenticity: Resonating replications of real life”, European Advances in Consumer Research, vol. 8, pp. 442-443.
CHARMLEY R., GARRY T., BALLANTINE P.W. (2013), “The inauthentic other: Social comparison theory and brand avoidance within consumer sub-cultures”, Journal of Brand Management, vol. 20, n. 6, pp. 458-472.
CHHABRA D. (2005), “Defining authenticity and its determinants: Toward an authenticity flow model”, Journal of Travel Research, vol. 44 n. 1, pp. 64-73.
CORCIOLANI M. (2014), “How do authenticity dramas develop? An analysis of Afterhours fans’ responses to the band’s participation in the Sanremo music festival”, Marketing Theory, vol. 14, n. 2, pp. 185-206.
DEBRUYNE V. (2006), For Which Reasons Does Generation Y Work?, Vlerick Leuven Gent Management School.
FEREDAY J., MUIR-COCHRANE E. (2008), “Demonstrating rigor using thematic analysis: A hybrid approach of inductive and deductive coding and theme development”, International Journal of Qualitative Methods, vol. 5, n. 1, pp. 80-92.
FINE G.A. (2003), “Crafting authenticity: The validation of identity in self-taught art”, Theory and Society, vol. 32, n. 2, pp. 153-180.
FIONDA A.M., MOORE C.M. (2009), “The anatomy of the luxury fashion brand”, Journal of Brand Management, vol. 16, n. 5, pp. 347-363.
GILMORE J.H., PINE B.J. (2007), Authenticity: What consumers really want, Harvard Business School Press, Boston.
GRAYSON K., MARTINEC R. (2004), “Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings”, Journal of Consumer Research, vol. 31, n. 2, pp. 296-312.
GREENBAUM T.L. (2000), Moderating focus groups: A practical guide for group facilitation, Sage Publications, Thousand Oaks.
GUSTAFSSON C. (2006), “Brand Trust and Authenticity: The Link between Trust in Brands and the Consumer’s Role on the Market”, European Advances in Consumer Research, vol. 7, pp. 522-527.
HATCH M.J., SCHULTZ M. (2001), “Are the strategic stars aligned for your corporate brand?”, Harvard Business Review, vol. 79, n. 2, pp. 128-134.
HOLT D.B. (2002), “Why do brands cause trouble? A dialectical theory of consumer culture and branding”, Journal of Consumer Research, vol. 29, n. 1, pp. 70-90.
HOWE N., STRAUSS W. (2000), Millennials Rising - The Next Great Generation, Random House, NewYork.
HYDÉN L.C., BÜLOW P.H. (2003), “Who’s talking: drawing conclusions from focus groups - some methodological considerations”, International Journal of Social Research Methodology, vol. 6, n. 4, pp. 305-321.
ILICIC J., WEBSTER C.M. (2014), “Investigating consumer-brand relational authenticity”, Journal of Brand Management, vol. 21, n. 4, pp. 342-363.
JANSSENS W., WIJNEN K., DE PELSMACKER P., VAN KENHOVE P. (2008), Marketing research with SPSS, Pearson Education Limited, Harlow.
KAPFERER J.N. (2008), The new strategic brand management, 4th ed., Kogan Page, London.
KATES S.M. (2004), “The dynamics of brand legitimacy: An interpretative study in the gay men’s community”, Journal of Consumer Research, vol. 31, n. 2, pp. 455-464.
KITZINGER J. (1994), “The Methodology of Focus Groups: The Importance of Interaction between Research Participants”, Sociology of Health and Illness, vol. 16, n. 1, pp. 103-121.
KITZINGER J. (1995), “Qualitative research: introducing focus groups”, British Medical Journal, vol. 311, pp. 299-302.
KITZINGER J., BARBOUR R. (1999), “Introduction: the challenge and promise of focus groups”, in Barbour R.S., Kitzinger J. (Eds.), Developing focus group research, Sage, London, pp. 1-20.
KOTZINETS R.V. (2001), “Utopian enterprise: Articulating the meanings of Star Trek’s culture of consumption”, Journal of Consumer Research, vol. 28, n. 1, pp. 67-88.
KRISHNAMURTHY S., DOU W. (2008), “Advertising with user-generated content: a framework and research agenda”, Journal of Interactive Marketing, vol. 8, n. 2, pp. 1-7.
LANTOS G.P. (2014), “Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever”, Journal of Consumer Marketing, vol. 31, n. 5, pp. 401-403.
LEIGH T.W., PETERS C., SHELTON J. (2006), “The consumer quest for authenticity: the multiplicity of meanings within the MG subculture of consumption”, Journal of the Academy of Marketing Science, vol. 34, n. 4, pp. 481-493.
MALHOTRA N.K. (2008), Marketing research: An applied orientation, fifth ed., Pearson Education, India.
MANNHEIM K. (1952), Sociologia della Conoscenza, Italian ed., Dedalo, Bari.
MEISTER J.C., WILLYERD K. (2010), “Mentoring Millennials. Spotlight on Leadership. The Next Generation”, Harvard Business Review, vol. 88, n. 5, pp. 67-72.
MORHART F., MALÄR L., GUÈVREMONT A., GIRARDIN F., GROHMANN B. (2014), “Brand Authenticity: An Integrative Framework and Measurement Scale”, Journal of Consumer Psychology, vol. 2, n. 2, pp. 200-218.
MUNIZ JR. A.M., O’GUINN T.C., (2001), “Brand Community”, Journal of Consumer Research, vol. 27, n. 4, pp. 412-432.
NAPOLI J., DICKINSON S.J., BEVERLAND M.B., FARRELLY F. (2014), “Measuring consumer-based brand authenticity”, Journal of Business Research, vol. 67, n. 6, pp. 1090-1098.
NOWAK L.I., NEWTON S.K. (2006), “Using the tasting room experience to create loyal customers”, International Journal of Wine Marketing, vol. 18, n. 3, pp.157-165.
ÖZSOMER A., ALTARAS S. (2008), “Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework”, Journal of International Marketing, vol. 16, n. 4, pp. 1-28.
PETERSON R.A. (2005), “In Search of Authenticity”, Journal of Management Studies, vol. 42, n. 5, pp. 1083-1098.
PINE B.J., GILMORE J.H. (2008), “The eight principles of strategic authenticity”, Strategy and Leadership, vol. 36, n. 3, pp. 35-40.
POSTREL V. (2003), The substance of style: How the rise of aesthetic values is remaking commerce, culture and consciousness, Harper Collins Publishers, New York.
RAINES C. (2002), “Managing Millennials”, in Raines C., Connecting Generations: the Sourcebook for a New Workplace, Crisp Publications, Menlo Park.
ROSE R.L., WOOD S.L. (2005), “Paradox and the consumption of authenticity through reality television”, Journal of Consumer Research, vol. 32, n. 2, pp. 284-296.
SASHITTAL H.C., HODIS M., SRIRAMACHANDRAMURTHY R. (2015), “Entifying your brand among Twitter-using millennials”, Business Horizon, vol. 58, n. 3, pp. 325-333.
SCHALLEHN M., BURMANN C., RILEY N. (2014), “Brand authenticity: Model development and empirical testing”, Journal of Product and Brand Management, vol. 23, n. 3, pp. 192-199.
SHEPARD S. (2004), Managing the Millennials, Shepard Communications Group, Willinston VT.
STAAKE T., THIESSE F., FLEISCH E. (2012), “Business strategies in the counterfeit market”, Journal of Business Research, vol. 65, n. 5, pp. 658-665.
STEWART D.W., SHAMDASANI P.N. (2014), Focus groups: Theory and practice, Sage Publications, Los Angeles-Washington DC.
TANNER L. (2010), Who are the Millennials? Defence R&D Canada, Centre for Operational Research and Analysis, Ottawa, Ontario.
THOMPSON C.J., RINDFLEISCH A., ARSEL Z. (2006), “Emotional branding and the strategic value of the Doppelgänger brand image”, Journal of Marketing, vol. 70, n. 1, pp. 50-64.
URDE M. (2013), “The corporate brand identity matrix”, Journal of Brand Management, vol. 20, n. 9, pp. 742-761.
WIEDMANN K.P., HENNIGS N., SCHMIDT S., WUESTEFELD T. (2011), “Drivers and outcomes of brand heritage: consumers’ perception of heritage brands in the automotive industry”, The Journal of Marketing Theory and Practice, vol. 19, n. 2, pp. 205-220.
WIGGINS G.S. (2004), “The analysis of focus groups in published research articles”, Canadian Journal of Program Evaluation, vol. 19, n. 2, pp. 143-164.
WILSON J.A., MORGAN J.E. (2011), “Friends or Freeloaders? Encouraging brand conscience and introducing the concept of emotion-based consumer loss mitigation”, Journal of Brand Management, vol. 18, n. 9, pp. 659-676.
WILSON M., GERBER L.E. (2008), “How Generational Theory Can improve Teaching: Strategies for Working with the Millennials”, Currents in Teaching and Learning, vol. 1, n. 1, pp. 29-44.
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2017-08-31
