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“It’s a bit of a mask, it’s not pure…it’s not what I thought”: How doppelganger brand images attack brand authenticity

McCloskey, J., Beverland, M. and Lee, Zoe 2015. “It’s a bit of a mask, it’s not pure…it’s not what I thought”: How doppelganger brand images attack brand authenticity. Presented at: Association for Consumer Research Asia-Pacific Conference 2015, 19 June - 21 June 2015. Published in: Wan, E.W and Zhang, M. eds. Asia-Pacific Advances in Consumer Research. Duluth, MN: Association for Consumer Research, pp. 173-174.

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Item Type: Conference or Workshop Item (Paper)
Status: Published
Schools: Business (Including Economics)
Publisher: Association for Consumer Research
Last Modified: 07 Oct 2019 15:42
URI: http://orca.cf.ac.uk/id/eprint/120801

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