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The Mystery at the Crossroad of Brand Authenticity and Firm Growth
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2014 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

BACKGROUND

Exploring, on the one hand, the literature stream of authenticity and brand authenticity, and on the other hand, that of firm growth, to further connect the two phenomena.

AIM

Researching whether firms can achieve both above-average industry growth and brandauthenticity

METHODOLOGY

The study entails 21 firms evolving in three industries (beer, cosmetic and food-processing). Brand authenticity is measured through a consumer survey, while growth is measured through a comparison of financial numbers in an official database (Amadeus).

FINDINGS

Companies can achieve both above-average industry growth rate and brand authenticity

Place, publisher, year, edition, pages
2014. , 87 p.
Keyword [en]
Authenticity; Brand Authenticity; Firm Growth; Consumer Perception; Cross-industry Study
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:liu:diva-109444ISRN: LIU-IEI-FIL-A--14/01816--SEOAI: oai:DiVA.org:liu-109444DiVA: diva2:738681
Subject / course
Master's Programme in Business Administration – Strategic
Supervisors
Examiners
Available from: 2014-09-03 Created: 2014-08-18 Last updated: 2014-09-03Bibliographically approved

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Cornelßen, AndréVersaevel, Camille
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf