4 steps to engage consumers in brand authenticity

This article finds four different ways in which consumers across five key markets perceive brands as authentic - a value that has become increasingly important in driving purchases.

4 steps to engage consumers in brand authenticity

Martin Oxley and Tatiana GormleyBuzzBack

Authenticity is one of the attributes that help retain brand loyalty. But authenticity can mean different things to different people in different parts of the world....