The projection of authenticity: managing integrated marketing communications through strategic decoupling

Beverland, M and Luxton, S 2005, 'The projection of authenticity: managing integrated marketing communications through strategic decoupling', Journal of Advertising, vol. 34, no. 4, pp. 103-116.


Document type: Journal Article
Collection: Journal Articles

Title The projection of authenticity: managing integrated marketing communications through strategic decoupling
Author(s) Beverland, M
Luxton, S
Year 2005
Journal name Journal of Advertising
Volume number 34
Issue number 4
Start page 103
End page 116
Total pages 14
Publisher ME Sharpe, Inc.
Abstract Firms increasingly leverage cultural sources of authenticity in their communication strategies to derive competitive advantage and brand value. The management of authenticity presents problems for brand managers. This paper draws on institutional theory by examining how firms deliberately decouple projected images from internal operations to create powerful brand images. The authors explore the strategies of 26 prestige wineries across 5 countries, and find that brand managers deliberately decouple outward images from internal practices, walking a fine line between remaining "true" to important values and real commercial considerations. The findings challenge whether integrated marketing communication (IMC) always requires tight integration with internal operations (the "one voice, one look" view of IMC). Our findings have particular relevance for niche marketers.
Subject Marketing Management (incl. Strategy and Customer Relations)
ISSN 0091-3367
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Created: Mon, 06 Dec 2010, 14:11:00 EST by Catalyst Administrator
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