What makes a corporate heritage brand authentic for consumers? A semiotic approach
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DOI: 10.1057/s41262-021-00243-9
Abstract: In this article, the purpose is to develop a consumer-focused understanding of authenticity within corporate heritage research. Our research question is as follows: “What makes a corporate heritage brand authentic for consumers?” We employ Peirce’s… read more here.
Keywords: heritage; corporate heritage; heritage brand; brand authentic ... See more keywords