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From Art to Marketing : The Relevance of Authenticity to Contemporary Consumer Culture

Massi, Marta - 2023

1. Authenticity: A Polemial Concept -- 2. The Concept of Authenticity in the Broader Literature -- 3. Authenticity in Marketing: Reality or Oxymoron -- 4. Building Brand Authenticity: The Managerial Perspective -- 5. Authenticity: Is It Really What Consumers Want? -- 6. The Study of...