Can a Legitimacy Crisis Ruin Brand Authenticity?
(2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182Department of Business Administration
- Abstract
- Purpose: The aim of this study is to explore the effect of changes within traditional production
methods, caused by legitimacy crises, on brand authenticity.
Design/Methodology/Approach: This research is based on a multi-case study within the leather,
ivory and fine wine industry. To evaluate the purpose of this study, literature as same as primary
data, in form of a qualitative research, was used.
Findings: Within this study we found out that a legitimacy crisis can have effects on brand
authenticity, if it eliminates important values of the core values. Key findings were similar within all
industries. Therefore heritage, quality commitment, craftsmanship and consistency can be named as
important factors with the highest... (More) - Purpose: The aim of this study is to explore the effect of changes within traditional production
methods, caused by legitimacy crises, on brand authenticity.
Design/Methodology/Approach: This research is based on a multi-case study within the leather,
ivory and fine wine industry. To evaluate the purpose of this study, literature as same as primary
data, in form of a qualitative research, was used.
Findings: Within this study we found out that a legitimacy crisis can have effects on brand
authenticity, if it eliminates important values of the core values. Key findings were similar within all
industries. Therefore heritage, quality commitment, craftsmanship and consistency can be named as
important factors with the highest influence of a brand’s authenticity.
Research Limitations: The results of this research are difficult to generalize, due to the small
sample size.
Originality/Value: This research paper creates a connection between brand authenticity and
legitimacy, with focus on legitimacy crisis. It provides new findings about the consumers perception
of changes within traditional production methods and materials on the brand authenticity. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8963605
- author
- Halberstadt, Lena Maria ; Latvala, Liina-Lotta and Schumacher, Carolin LU
- supervisor
- organization
- course
- BUSN21 20182
- year
- 2018
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- Brand Authenticity, Legitimacy, Legitimacy Crisis, Fine Wine, Lead, Leather, Ivory, Piano Keys
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 8963605
- date added to LUP
- 2018-11-29 12:38:54
- date last changed
- 2018-11-29 12:38:54
@misc{8963605,
abstract = {{Purpose: The aim of this study is to explore the effect of changes within traditional production
methods, caused by legitimacy crises, on brand authenticity.
Design/Methodology/Approach: This research is based on a multi-case study within the leather,
ivory and fine wine industry. To evaluate the purpose of this study, literature as same as primary
data, in form of a qualitative research, was used.
Findings: Within this study we found out that a legitimacy crisis can have effects on brand
authenticity, if it eliminates important values of the core values. Key findings were similar within all
industries. Therefore heritage, quality commitment, craftsmanship and consistency can be named as
important factors with the highest influence of a brand’s authenticity.
Research Limitations: The results of this research are difficult to generalize, due to the small
sample size.
Originality/Value: This research paper creates a connection between brand authenticity and
legitimacy, with focus on legitimacy crisis. It provides new findings about the consumers perception
of changes within traditional production methods and materials on the brand authenticity.}},
author = {{Halberstadt, Lena Maria and Latvala, Liina-Lotta and Schumacher, Carolin}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{Can a Legitimacy Crisis Ruin Brand Authenticity?}},
year = {{2018}},
}