Searching for the Authentic:. A Strategic Look at Authenticities Role in Branding and CSR/Social Initiatives

      Аннотация: Authenticity holds an important place in our lives.  However,   interpreting  what is authentic  is no  easy  task. There  are  layers and levels  to  authenticity. It  is  subjective,   allusive,   and  equally   inclusive. If we look at  authenticity  as  the  privileged  ability to   make   and   decipher   truth   claims, then we   are   able   to   move  forward  and   look at the role   it   plays   in   the market today. When   it   comes   to  branding and CSR,   numerous   studies   have   shown   that   authenticity   is one   of   the  most   important   characteristics that   consumers   are   looking   for.   When consumers  find   a   brand   and  its  CSR   to  be  authentic,   they  are  rewarding  it  with  their  trust,  loyalty,   and   recommendations   (Cohn&Wolfe,   2014).   Though, in  its  current  state,  CSR  is  drowning  in  the  weight  of  authentic  representation  and  desired  level  of  social   leadership.

Ключевые слова: Branding, CSR, purpose, Communications, Authenticy, Strategy, Business Development