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Adugnaw Bamlaku
on Dec 20, 2024

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Measuring brand authenticity involves scales that assess the brand on which of the following?

A) Heritage
B) Popularity
C) Integrity
D) None of these

Brand Authenticity

The degree to which a brand is true to its own identity and values, and perceived as genuine by consumers.

Heritage

is related to practices, traditions, knowledge, and artifacts inherited from past generations and regarded as valuable to a culture, community, or country.

Integrity

The quality of being honest and having strong moral principles, essential in building trust between consumers and brands.

  • Understand the fundamental concepts of brand authenticity and its measurement.
  • Identify the attributes that contribute to a brand's authenticity.
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Callie CrevistonDec 22, 2024
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