Research Handbook on Luxury Branding
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Research Handbook on Luxury Branding

Edited by Felicitas Morhart, Keith Wilcox and Sandor Czellar

Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound socioeconomic, psychological, technological and political changes that are affecting the luxury industry, and that will continue to shape its future.
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Chapter 11: Authenticity in luxury branding

Felicitas Morhart and Lucia Malär

Abstract

Compared to the mass market, luxury brands face unique challenges when it comes to brand authenticity. We shed light on the nature of authenticity in the realm of luxury brands and the resulting challenges. More specifically, we show that consumers resort to indexical, iconic, and existential cues when judging luxury brands’ authenticity. Further, we elaborate on four brand authenticity dimensions and discuss them in a luxury context: continuity, credibility, integrity, and symbolism. We then suggest management activities that might drive or hinder luxury brand authenticity perceptions (e.g., creative leadership, selling the dream factor, user creation, and employee behavior) by arguing that challenges mostly arise through the combination of the four authenticity dimensions with the imminent characteristics of luxury brands (e.g., agency and exclusiveness) that indicate otherwise than these dimensions do. Finally, we derive further research avenues to better understand and handle the complexities of authenticity for future luxury branding.

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