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Certification and authentication of brand value propositions

Author

Listed:
  • Richard G. Starr

    (The University of Auckland Business School)

  • Roderick J. Brodie

    (The University of Auckland Business School)

Abstract

Brand value propositions are receiving increased research attention. However, two key approaches to supporting the brand value proposition—certification and authentication—have had minimal academic study. We respond to this research need by defining the key concepts of certification and authentication and examining their effects in the context of branding. An agenda for future research is proposed and implications for practice are suggested.

Suggested Citation

  • Richard G. Starr & Roderick J. Brodie, 2016. "Certification and authentication of brand value propositions," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 716-731, November.
    • Handle: RePEc:pal:jobman:v:23:y:2016:i:6:d:10.1057_s41262-016-0012-6
    DOI: 10.1057/s41262-016-0012-6
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    References listed on IDEAS

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    Cited by:

    1. Sarasvuo, Sonja & Rindell, Anne & Kovalchuk, Marina, 2022. "Toward a conceptual understanding of co-creation in branding," Journal of Business Research, Elsevier, vol. 139(C), pages 543-563.
    2. Konuk, Faruk Anıl, 2021. "The moderating impact of taste award on the interplay between perceived taste, perceived quality and brand trust," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    3. Yang-Im Lee & Peter R. J. Trim, 2019. "Refining brand strategy: insights into how the “informed poseur” legitimizes purchasing counterfeits," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 595-613, September.
    4. Shaun M. Powell, 2016. "Journal of Brand Management – Year end review 2016," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 601-611, November.

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