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Brand Authenticity: Literature Review,Definition,and Antecedents

机译：品牌真实性：文献综述，定义和前一种

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摘要

Brand authenticity has been the subject of a considerable volume of research over the past fifteen years.However,even with this increase in focus,a review of literature shows that there still is no widely accepted conceptualization and definition for brand authenticity.Furthermore,many of the definitions that are in literature only address specific areas/aspects of brand authenticity.This paper will propose a new brand authenticity definition that not only addresses authenticity holistically,it will do so in a comprehensive manner,addressing all aspects of brand authenticity and capturing a complete picture of this key construct.Additionally,antecedents to brand authenticity will be identified,as a first step in developing a broadly applicable model/framework of brand authenticity.Brand transparency,brand believability and corporate social responsibility are proposed as influential triggers of brand authenticity.
机译：在过去的十五年里，品牌真实性一直是相当大量的研究的主题。然而，即使是这种焦点的增加，仍然没有广泛接受品牌真实性的概念化和定义。许多 文学中的定义只解决了品牌真实性的特定区域/方面。本文将提出一种新的品牌真实性定义，不仅可以全面解决真实性，它将以全面的方式解决，解决品牌真实性和捕获的所有方面 完整的图片这一关键构建的图片。向加管到品牌真实性的前提将被确定，作为开发广泛适用的品牌真实性型号/框架的第一步。建议品牌可信度和企业社会责任作为品牌真实性的有影响力触发 。

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