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The Role of Heritage and Authenticity in the Value Creation of Fashion Brand

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  • Andrea Boccardi
  • Cristiano Ciappei
  • Lamberto Zollo
  • Maria Carmen Laudano

Abstract

This paper builds on traditional and recent marketing research concerning the constituents of brand authenticity, particularly investigating consumers¡¯ experience in the context of fashion industry. Specifically, we attempt to unpack the dimensions underlying the concept of brand authenticity by, first, correlating the role of heritage and ¡®mythopoesis¡¯ ¨C the creation of a myth through repetitive narrative ¨C and, second, by applying our proposed theoretical framework to four Italian luxury fashion brands, namely Gucci, Salvatore Ferragamo, Lous Vuitton, and Stefano Ricci. Thanks to the positioning of such fashion brands according to different levels of heritage and authenticity, it emerges how mythopoesis allow brand marketers to transfer brand heritage from past to both present and future. In this way, the risk of brand fixation in the celebration of the past may be overcome. Managerial implications are finally discussed, showing how marketers may foster or hinder brand authenticity, and how such an aspect affects consumer experience and attitude toward the brand.

Suggested Citation

  • Andrea Boccardi & Cristiano Ciappei & Lamberto Zollo & Maria Carmen Laudano, 2016. "The Role of Heritage and Authenticity in the Value Creation of Fashion Brand," International Business Research, Canadian Center of Science and Education, vol. 9(7), pages 135-143, July.
  • Handle: RePEc:ibn:ibrjnl:v:9:y:2016:i:7:p:135-143
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    References listed on IDEAS

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    1. 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.
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    Cited by:

    1. Zheng Shen, 2022. "How Small Brands Survive the Social Media Firestorm Through Culture Heritage: A Case Study of Irish Fashion Microblogging," SAGE Open, , vol. 12(2), pages 21582440221, April.

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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