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Crafting Brand Authenticity: The Case of Luxury Wines

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  • Michael B. Beverland

Abstract

Authenticity is one of the cornerstones of contemporary marketing practice yet confusion surrounds the nature and use of authenticity in the brand arena. Examining the strategies of 26 luxury wine firms informs the authenticity of specific brands. Creating an impression of authenticity required creating a sincere story consisting of a creative blend of industrial and rhetorical attributes. Sincerity was achieved through the public avowal of hand crafted techniques, uniqueness, relationship to place, passion for wine production, and the simultaneous disavowal of commercial motives, rational production methods, and the use of modern marketing techniques. For the wineries, appearing authentic was critical in order to reinforce their status, command price premiums and ward off competitors. Images of authenticity were accomplished by developing a sincere story that enabled the firms to maintain quality and relevance while appearing above commercial considerations. This was achieved through the deliberate decoupling of their technical core from their espoused communications. Copyright Blackwell Publishing Ltd 2005.

Suggested Citation

  • Michael B. Beverland, 2005. "Crafting Brand Authenticity: The Case of Luxury Wines," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 1003-1029, July.
  • Handle: RePEc:bla:jomstd:v:42:y:2005:i:5:p:1003-1029
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    References listed on IDEAS

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    Cited by:

    1. Grégoire Croidieu & Charles-Clemens Ruling & Bilal-Ahmed Jathol, 2017. "Complex field-positions and non-imitation: Pioneers, strangers, and insulars in Australian fine-wine," Grenoble Ecole de Management (Post-Print) hal-01609429, HAL.
    2. Silviya Svejenova, 2005. "'The Path with the Heart': Creating the Authentic Career," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 947-974, July.
    3. repec:spr:irpnmk:v:14:y:2017:i:3:d:10.1007_s12208-017-0177-z is not listed on IDEAS
    4. Napoli, Julie & Dickinson, Sonia J. & Beverland, Michael B. & Farrelly, Francis, 2014. "Measuring consumer-based brand authenticity," Journal of Business Research, Elsevier, vol. 67(6), pages 1090-1098.
    5. Rose, Gregory M. & Merchant, Altaf & Orth, Ulrich R. & Horstmann, Florian, 2016. "Emphasizing brand heritage: Does it work? And how?," Journal of Business Research, Elsevier, vol. 69(2), pages 936-943.
    6. Llamas, Rosa & Thomsen, Thyra Uth, 2016. "The luxury of igniting change by giving: Transforming yourself while transforming others' lives," Journal of Business Research, Elsevier, vol. 69(1), pages 166-176.
    7. Maxim Voronov & Dirk De Clercq & C. R. Hinings, 2013. "Conformity and Distinctiveness in a Global Institutional Framework: The Legitimation of Ontario Fine Wine," Journal of Management Studies, Wiley Blackwell, vol. 50(4), pages 607-645, June.
    8. Deborah Jones & Karen Smith, 2005. "Middle-earth Meets New Zealand: Authenticity and Location in the Making of "The Lord of the Rings"," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 923-945, July.
    9. Morrison, Andrea & Rabellotti, Roberta, 2017. "Gradual catch up and enduring leadership in the global wine industry," Research Policy, Elsevier, vol. 46(2), pages 417-430.
    10. Beckert, Jens & Rössel, Jörg & Schenk, Patrick, 2014. "Wine as a cultural product: Symbolic capital and price formation in the wine field," MPIfG Discussion Paper 14/2, Max Planck Institute for the Study of Societies.
    11. Beverland, Michael & Lim, Elison Ai Ching & Morrison, Michael & Terziovski, Mile, 2006. "In-store music and consumer-brand relationships: Relational transformation following experiences of (mis)fit," Journal of Business Research, Elsevier, vol. 59(9), pages 982-989, September.
    12. Wehinger, Frank, 2014. "Falsche Werte: Nachfrage nach Modeplagiaten," MPIfG Discussion Paper 14/20, Max Planck Institute for the Study of Societies.
    13. Hugues Jeannerat, 2013. "Staging experience, valuing authenticity: Towards a market perspective on territorial development," GRET Publications and Working Papers 05-13, GRET Group of Research in Territorial Economy, University of Neuchâtel.
    14. Candace Jones & N. Anand & Josè Luis Alvarez, 2005. "Manufactured Authenticity and Creative Voice in Cultural Industries," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 893-899, July.
    15. Miller, Karen W. & Mills, Michael K., 2012. "Contributing clarity by examining brand luxury in the fashion market," Journal of Business Research, Elsevier, vol. 65(10), pages 1471-1479.
    16. Füller, Johann & Schroll, Roland & von Hippel, Eric, 2013. "User generated brands and their contribution to the diffusion of user innovations," Research Policy, Elsevier, vol. 42(6), pages 1197-1209.
    17. Eggers, Fabian & O’Dwyer, Michele & Kraus, Sascha & Vallaster, Christine & Güldenberg, Stefan, 2013. "The impact of brand authenticity on brand trust and SME growth: A CEO perspective," Journal of World Business, Elsevier, vol. 48(3), pages 340-348.
    18. Rössel, Jörg & Beckert, Jens, 2012. "Quality classifications in competition: Price formation in the German wine market," MPIfG Discussion Paper 12/3, Max Planck Institute for the Study of Societies.
    19. Giuseppe Delmestri & Fabrizio Montanari & Alessandro Usai, 2005. "Reputation and Strength of Ties in Predicting Commercial Success and Artistic Merit of Independents in the Italian Feature Film Industry," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 975-1002, July.
    20. Daina Mazutis & Natalie Slawinski, 2015. "Reconnecting Business and Society: Perceptions of Authenticity in Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 131(1), pages 137-150, September.
    21. Richard A. Peterson, 2005. "In Search of Authenticity," Journal of Management Studies, Wiley Blackwell, vol. 42(5), pages 1083-1098, July.
    22. Cheah, Isaac & Zainol, Zahirah & Phau, Ian, 2016. "Conceptualizing country-of-ingredient authenticity of luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5819-5826.

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