Advanced

Brand Trust and Authenticity: The link between trust in brands and the consumer's role on the market

Gustafsson, Clara LU (2006) In European Advances in Consumer Research 7. p.522-527
Abstract
Consumers increasingly demand that brand authenticity means that the brand's values are aligned with the corporation's actions, which are made transparent (Holt 2002). Interrogating Holt's claim that "consumer resistance" is inevitably staged in the marketplace, I suggest that the implications of seeing brand authenticity as linked to trust are related to how the consumer's role on the market is perceived. I argue that as a consequence of "consumer resistance" taking place in the market, there will be a power asymmetry between consumers and brands, increasing the vulnerability of consumers, and affecting the form that the consumer-brand trust relationships can take.
Please use this url to cite or link to this publication:
author
publishing date
type
Chapter in Book/Report/Conference proceeding
publication status
published
subject
in
European Advances in Consumer Research
volume
7
pages
6 pages
publisher
Association for Consumer Research
language
English
LU publication?
no
id
982560ea-2cdf-407a-a151-eec2b49223b3 (old id 5153434)
alternative location
http://www.acrwebsite.org/volumes/eacr/vol7/EuropeanVolume7_90.pdf
date added to LUP
2015-03-12 16:28:06
date last changed
2016-06-29 08:56:02
@inproceedings{982560ea-2cdf-407a-a151-eec2b49223b3,
  abstract     = {Consumers increasingly demand that brand authenticity means that the brand's values are aligned with the corporation's actions, which are made transparent (Holt 2002). Interrogating Holt's claim that "consumer resistance" is inevitably staged in the marketplace, I suggest that the implications of seeing brand authenticity as linked to trust are related to how the consumer's role on the market is perceived. I argue that as a consequence of "consumer resistance" taking place in the market, there will be a power asymmetry between consumers and brands, increasing the vulnerability of consumers, and affecting the form that the consumer-brand trust relationships can take.},
  author       = {Gustafsson, Clara},
  booktitle    = {European Advances in Consumer Research},
  language     = {eng},
  pages        = {522--527},
  publisher    = {Association for Consumer Research},
  title        = {Brand Trust and Authenticity: The link between trust in brands and the consumer's role on the market},
  volume       = {7},
  year         = {2006},
}