British Food Journal

The impact of brand authenticity on brand attachment in the food industry

Ioannis Assiouras, Georgia Liapati, Georgios Kouletsis, Michalis Koniordos,
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BFJ
117,2
538
Received 20 March 2014
Revised 16 June 2014
Accepted 19 June 2014
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British Food Journal
Vol. 117 No. 2, 2015
pp. 538-552
© Emerald Group Publishing Limited
0007-070X
DOI 10.1108/BFJ-03-2014-0095
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THEMED PAPER
The impact of brand authenticity
on brand attachment in
the food industry
Ioannis Assiouras
Toulouse Business School, University of Toulouse, Toulouse, France
Georgia Liapati
Department of Marketing, University of Toulouse, Toulouse, France, and
Georgios Kouletsis and Michalis Koniordos
Department of Business Administration, Technological Institute of Piraeus,
Athens, Greece
Abstract
Purpose – The purpose of this paper is to investigate the impact of brand authenticity on brand
attachment and subsequently on consumer behaviour related to food brands.
Design/methodology/approach – Results are derived from primary data collected from a consumer
sample in Greece. Respondents rate their brand authenticity and brand attachment for two well
established authentic Greek brands in the food industry.
Findings – The study confirms that brand authenticity predicts the brand attachment, while brand
attachment influences consumers purchase intentions, willingness to pay more and promote the brand.
Practical implications – The benefits of brand authenticity should not be ignored and should be
protected by the brand managers of food brands because it can be the one of the competitive
advantages that can be leveraged in the competitive food industry sector.
Originality/value – It provides the required empirical support for the impact of brand authenticity on
brand attachment and behavioural intentions in the food industry.
Keywords Brand attachment, Brand authenticity
Paper type Research paper
1. Introduction
For hundreds of years, people have been looking for authenticity in the retail world.
For example, in the ninth century, people’s interest in authentic, christian relics became
a significant source of revenue for European countries (Phillips, 1997). Later, China’s
authentic luxury goods became popular among upper class consumers (Clunas, 1992).
Today, consumers’ demand for authenticity is still persistent. Individuals enjoy to get
in touch with authentic experiences or possess objects that reflect their desired or
current values or beliefs (Molleda, 2010) and the retail world, in their attempt to cover
this need, offers a variety of authentic goods, including original art (Bentor, 1993),
traditional souvenirs (Harkin, 1995) access to historical reconstructions (Handler and
Gable, 1997) or ethnic food (Lu and Fine, 1995). Specifically, food appears to be a
strong cultural element, closely related with the perception of authenticity. Authentic
food may be used as an emblem allowing inhabitants of a given geographical area or
community to become aware of themselves (Bourdieu, 1979) connecting them with their
cultural past (Gabaccia, 1998), their family, religion or be part of their self-identity
(DeVault, 1991).
 On the other hand, the subject of consumers’ emotional attachment is a significant and The impact
interesting topic for consumer researchers. Based on psychology theories, attachment is a of brand
collection of cognitive and emotional schemas (Baldwin et al., 1996) and consumers tend
to establish links which connect the brand and their self (Thomson et al., 2005). Thus, a
authenticity
brand may represent a person’s ideal self, reflecting the individual’s hopes and aspiration
(Park et al., 2006). It is a logical assumption that as consumers’ demand for authenticity is
getting more persistent, they will be more willing to attach emotionally to brands that 539
preserve this particular characteristic. The current study attempts to address the role of
authenticity and determine the degree to which consumers feel emotionally attached to
authentic brands, especially the ones related to food.
The remainder of this paper is organized as follows: the next section provides a brief
background of the literature review concerning brand authenticity and brand
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attachment, followed by a presentation of the conceptual model and the relevant

hypotheses of our study. The next section describes the applied methodology used to
test the hypotheses ensued by the presentation of the results. The final section
discusses the findings of the study, a number of l implications both theoretical and
practical while, at the same time, suggests avenues for future research.

2. Literature review
2.1 Brand authenticity
The word authenticity has its roots on the Greek word authentikos and later on the Latin
word authenticus, meant trustworthy (Cappannelli and Cappannelli, 2004, p. 1). Later, it
is used to describe anything that is genuine, real or true (Kennick, 1985) or characterized
by honesty and simplicity (Boyle, 2003). Additionally, it may be something that is sincere,
original and innocent (Fine, 2003). But when it comes to terms of marketing literature,
there is not any widely acceptable definition of authenticity available. Different authors
have tried to conceptualize the meaning of authenticity using different associations
and denotations, with genuineness (Stern, 1996; Aaker and Drolet, 1996), timeless and
tradition (Aaker and Drolet, 1996). Moreover, researchers suggest other aspects
associated with authenticity such as originality, cultural, personal or positive valuation
(Stern, 1996; Ballantyne et al., 2006; Holt, 2002; Stark, 2002). Also, authenticity denotes
“uniqueness […]”, “cultural or traditional associations”, “characteristics of the production
process”, “presence of an authority” (Groves, 2001, p. 251), “heritage and pedigree,
stylistic consistency, quality commitments, relationship to place, method of production”
(Beverland, 2006, p. 253) and “evidence and truth” (Grayson and Martinec, 2004, p. 310).
In their study Bruhn et al. (2012), sum up the most important elements of authenticity in
the marketing context, proposing that “[…] deals with the authenticity of market
offerings (objects and services) in contrast to the authenticity of human beings” “[…] is
based on the evaluations of individuals rather than being solely related to the inherent
attributes of the brand” and “[…] corresponds to a variety of attributes since there is no
unique definition of the authenticity concept” (p. 567).
Researchers have focused on authentic food as authenticity has become a potential
vehicle to attract customers (Lu and Fine, 1995). Dean et al. (2006, p. 1) concluded that
the authenticity of a food may be related to different important aspects such as “the
process history of a product (e.g. fresh meat as opposed to meat which has been frozen
and then thawed), its geographic origin (e.g. Greek olive-oil should be produced only
from olives that are grown in Greece), or the species or variety of ingredient (instant
coffee labeled as 100% Arabica should not contain any other coffee-bean variety;
products labeled as 100% beef should not contain meat from any other animal species)”.
 BFJ Authenticity on food is related to the tradition, as well. According to Bertozzi (1998)
117,2 a traditional food product is a “representation of a group, it belongs to a defined space,
and it is part of a culture that implies the cooperation of the individuals operating in that
territory”. Later, Jordana (2000) argues that “in order to be traditional, a product must be
linked to a territory and it must also be part of a set of traditions, which will necessarily
ensure its continuity over time”. The above ensure that all stakeholders (food producers,
540 regulators, retailers and consumers) receive and pay for what they perceive as authentic
food and not an “adulterated material” (Dean et al., 2006).
Recently, researchers from the field of brand management have investigated the
concept of authenticity under the perspective of brands. Napoli et al. (2014) investigate
the concept of brand authenticity by developing a measurement scale consisting of
three dimensions the quality commitment, the sincerity and the heritage. On the other
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hand, Spiggle et al. (2012) investigate the subject of authenticity from a different
perspective by developing the brand extension authenticity construct, which functions
as an additional determinant of brand extension success.

2.2 Brand attachment

In psychology, attachment theory sources from Bowlby’s (1982) research on the
relationship that is formed between infants and their caregivers. Generally, humans tend
to form, maintain and dissolve emotional bonds with particular others (Bartholomew and
Horowitz, 1991; Hazan and Shaver, 1994). However, further research extends the theory
beyond person-to-person relationship contexts (Thomson and Johnson, 2006) and adapts
it to companies or brands (Carroll and Ahuvia, 2006; Paulssen and Fournier, 2007; Park
and MacInnis, 2006).
Because the subject of brand attachment is a multi-faceted one, the definitions that
researchers of consumer behavior have attempted to give have various perspectives.
Simpler definitions sourcing from the attachment theory, determine brand attachment
as an emotional-laden bond or an emotional link between a person and a brand (Bozzo
et al., 2003; Lacoeuilhe, 1997, 2000; Cristau, 2001; Heilbrunn, 2001; Lacoeuilhe and
Belaid, 2007; Didier and Lombart, 2010; Thomson et al., 2005). Consumers tend to
emotionally attach to a limited number of brands, feeling connection, passion or
affection towards them, to a degree that can vary from one brand to another (Thomson
et al., 2005). Other academics focus on the maintaining of closeness as a basic
characteristic of emotional attachment (Ainsworth and Bell, 1970) with Lacoeuilhe
(2000, p. 66) adding that “attachment to the brand is a psychological variable that
reveals a lasting and inalterable affective relationship (separation is painful) to
the brand and expresses a relation of psychological closeness to it” but most of the
practitioners include the notion of self-concept on the definition.
Prior research, describe brand attachment as a strong link between the brand and
the self (cf. Schultz et al., 1989; Kleine et al., 1993) in some cases even arguing that the
self-concept is necessary for the attachment to occur (Chaplin and Roedder-John, 2005;
Park et al., 2010). Specifically, in psychology, self-concept is a set of characteristics, traits
and memberships that cognitively represent an individual in memory (Greenwald and
Pratkanis, 1984). Later, Park et al. (2006, p. 6) defined brand attachment “the strength of the
cognitive and emotional bond connecting the brand with the self ”, placing also the aspect
of cognition in the definition. Indeed, attachment is a state of mind with psychological
dimensions that ties the brand with the consumer, both cognitively and emotionally, being
considered as consumer’s self-extension (Park et al., 2006). The emotional attachment that
the customer is developing with the brand across time may have the same attachment
 styles that an individual is experiencing in an interpersonal relationship (i.e. secure, The impact
anxious-ambivalent and avoidant). Therefore, it becomes obvious that attachment is a of brand
collection of cognitive and emotional schemas (Baldwin et al., 1996) and consumers
establish links which connect the brand and their self (Thomson et al., 2005).
authenticity

3. Conceptual framework
There are various factors that can predict emotional attachment for a brand. Brand 541
attachment can derive from elements that are related to the firm, such as brand
characteristics (Robins et al., 2000) or personal characteristics, such as attachment
styles (Swaminathan et al., 2009), emotional experiences (Orth et al., 2010) or
self-connections (Park et al., 2006). More specifically, the past, the ideal of the future self
that a person wants or has, may link to strong emotional brand attachment (Park et al.,
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2006). A firm may strongly be related to a consumer’s past, for example, place brands
such as one’s city, state or country of origin or college ( Joy and Dholakia, 1991; Oswald,
1999) or brands that were used by one’s parents (Moore-Shay and Lutz, 1988; Oswald,
1999). Moreover, a brand may reflect one person’s current self-including life goals,
principles, values and role identities that a person follows (Shavitt and Nelson, 2000;
Lydon et al., 2005). If brand attachment is strongly related to consumer’s self-concept,
it is most likely that the consumer preserves the relationship in order to keep their
self-concept intact (Mikulincer et al., 2001). Finally a brand may represent a person’s ideal
self, reflecting an individual’s hopes and aspiration (Park et al., 2006). Furthermore,
consumers tend to become attached to brands that validate their present self or/and
brands that pledge for a future, ideal self (Malär et al., 2011). Generally, the greater
the number of associations that a consumer makes regarding a brand, the stronger the
degree of emotional attachment between the consumer and the brand becomes (Carlston,
1992). Brand authenticity and, more specifically the dimensions of brand heritage provide
the necessary connection with the history, tradition, country and place which lead to
self-brand connection and consumers’ attachment to the brand.
Another factor that may inspire analogously strong emotional attachment is the
trust that a consumer develops for a brand. Trust in a marketing context can be defined
as the expectation a customer holds that a firm can behave in a benevolent manner and
be responsive to one’s needs (Holmes and Rempel, 1989; Sorrentino et al., 1995;
Wieselquist et al., 1999). These expectations of benevolence and responsiveness give a
sense of confidence that the brand will consistently act in the customer’s best interests
even in the face of future relationship uncertainties (Rempel et al., 2001). Thus
consumers become more emotionally attached to it as they trust the firm’s effort.
Moreover, trust is a variable that evolves over time, creating an intimacy goal for the
consumer who wants to develop a secure base (Mikulincer, 1998; Park et al., 2006).
Furthermore, trust promotes the understanding of a person’s extended self as part of a
larger entity. Last but not least, trust is motivation for the consumer to maintain the
brand relationship (Park et al., 2006). Quality commitment and sincerity are dimensions
of brand authenticity that can have an important influence on brand attachment.
Consumers trust and feel emotionally connected with authentic brands because they
are symbols of quality. Based on the aforementioned we can hypothesise the following:

H1. Brand authenticity has a positive impact on brand attachment.

In psychology, attachment theory suggests that the degree of emotional attachment
to one object can predict the character of further interaction with that object
 BFJ (Bowlby, 1979), meaning that highly attached persons are prepared to invest in and
117,2 make sacrifices for their person of interest (Bowlby, 1980; Hazan and Shaver, 1994). In a
marketing context, consumers who are strongly attached to a brand are willing to make
an investment in their relationship with the brand and pay premium prices in order to
obtain it and similarly be strongly committed and loyal (Thomson et al., 2005). Moreover, a
consumer that experiences a strong emotional bond with a brand has higher possibilities
542 to forgive the brand in case of a mishap or, alternatively, promote the brand with positive
word-of-mouth and derogate of alternatives (Miller, 1997; Finkel et al., 2002; Pimentel and
Reynolds, 2004). Therefore we hypothesize:

H2. Brand attachment has a positive impact on behavioural intentions.

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H2a. Brand attachment has a positive impact on purchasing intentions.

H2b. Brand attachment has a positive impact on willingness to pay more.

H2c. Brand attachment has a positive impact on willingness to promote the brand.

4. Methodology
The model and hypothesized relationships were tested using as examples two different
Greek brands that fully conform to the definition of an authentic brand. The two
brands that were chosen to test the relationships have strong elements of authenticity,
heritage and tradition. The first brand is ELMA, a chewing gum produced from mastic,
the resin that is excreted from the trunk and the branches of the “schinos”, the Greek
name for the mastic tree. That tree can only be found on Chios Island, Greece. It is also
believed to be the first natural chewing gum of the ancient world. Thus, it is obvious
that the product can be classified as authentic due to its geographic origin (Dean et al.,
2006). The second brand is Ouzo Plomari. The production of ouzo takes place
traditionally and exclusively in Greece. The brand has been in existence since 1894,
when the founder, Isidoros Arvanitis, started his own distillery. Again, the product is
produced on Lesbos, one of the islands traditionally related to the drink while the
ingredients come exclusively from the specific island and other areas of Greece (Dean
et al., 2006). Thus, both of the brands have a long history, surviving for years due to
their authentic image, tradition and heritage. This makes them ideal case studies for
examining how attachment and authenticity are related.
Initially, a thorough pre-test was conducted involving 20 respondents prior to data
collection. No major problems were found to exist in the method and minor problems
were corrected through instruction changes. Since the study was conducted in Greece, the
questionnaire required translation into Greek and back-translation was used to ensure the
accuracy of the version. The study was conducted over the month of November 2013 via
an online panel. Respondents had to live in Greece and be familiar with the aforementioned
brands in order for them to be allowed to complete their profile surveys. This particular
process produced 217 questionnaires from adult consumers. More specifically, more female
respondents were represented (61.8 per cent) than male (38.2 per cent). In terms of age
groups, 24.9 per cent of the respondents were between 18 and 29 years of age, 20.7 per cent
fell into the category of the 30-39 age group, 26.3 per cent into the 40-49 age group,
24.9 per cent into the 50-59 age group and the rest was 60 or above.
First, participants were asked to answer the questionnaire bearing in mind the
particular brands. The logo of the brand was provided as a stimulus for the respondents.
 The instrument of measurement was designed based on existing Likert-type scales that The impact
were employed to assess the constructs of the aforementioned model. More specifically, of brand
brand authenticity was measured using the Napoli et al. (2014) scale while brand
attachment as well as the other behavioural variables were measured using the scales
authenticity
from the study of Park et al. (2010). Finally, demographic information was collected.

5. Results 543
5.1 Measurement model
The measurement model was estimated using the full data set. According to Hair et al.
(2014), for reflective measurement models the internal contingency (composite reliability),
indicator reliability, convergent validity (average variance extracted) and the discriminant
validity have to be examined. As all our measures have loadings higher than 0.77, there
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was no need for any items to be deleted. Internal contingency and convergent validity
of the first-order, reflective constructs are assessed using composite scale reliability and
average variance extracted (Fornell and Larcker 1981). Composite scale reliability ranged
from 0.94 to 0.98, exceeding the recommended cutoff value of 0.70 (Nunnally and
Bernstein, 1994). Average variance extracted ranges from 0.70 to 0.96, exceeding the
cut-off value of 0.50 suggested by Fornell and Larcker (1981). Summary of the results of
measurement model is presented in Table I. Finally, we assessed discriminant validity by
examining whether each construct shared more variance with its measures than with
other constructs in the model (Barclay et al., 1995; Chin, 1998). Therefore, the square root of
the AVE should exceed the construct intercorrelations in the model. As shown in Table II,
construct intercorrelations in the model do not exceed the square root of the AVE for the
constructs (Fornell and Larcker, 1981).

5.2 Structural model

First of all, we postulated that brand authenticity influences brand attachment. Thus,
H1 is supported: the analysis shows a significant positive relationship between brand
authenticity and brand attachment for both brands ( β ¼ 0.619 for ELMA and β ¼ 0.562
for Plomari). Hair et al. (2014) argue that in PLS-SEM path coefficients with
standardized values above 0.20 are significant and those with values below 0.10 are
usually not significant. Moreover, brand authenticity explains 38.4 per cent (for ELMA)
and 31.6 per cent (for Plomari) of the variance of brand attachment (R2 ¼ 0.384 and
R2 ¼ 0.316). The effect of brand authenticity on brand attachment can be regarded as
medium to strong and at the same time, brand authenticity explains an important
percentage of the dependent variable. The final set of hypotheses pertains to the impact
of brand attachment on behavioural intentions. Does it really profit the brands to have
attached consumers? Does it affect purchase intention (H2a), willingness to pay more
(H2b) and willingness to promote the brand (H2c)? All H2a ( β ¼ 0.639, p o 0.01), H2b
( β ¼ 0.723, p o0.01) and H2c ( β ¼ 0.622, p o 0.01) – are supported for ELMA. The
same applies for Plomari as all the aforementioned hypotheses are supported: H2a
( β ¼ 0.689, p o 0.01), H2b ( β ¼ 0.679, p o 0.01) and H2c ( β ¼ 0.659, p o0.01). The levels
of explained variance of behavioural intentions are satisfactory and fall within the
38.7 to 52.3 per cent (see the Figures 1 and 2).

6. Discussion
In the modern marketing world, more and more companies are drawing away from
their authenticity, despite the fact that it is an element that consumers have always
appreciated in brands (Penaloza, 2000; Peterson, 2005). Similarly, the lack of authentic
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BFJ

544
117,2

Table I.

measurement model
Results summary for
Latent Indicator Composite Cronbachs
variable Indicators Loadings reliability reliability α AVE

Quality Quality is central to the brand 0.7854 0.6169 0.9552 0.947 0.7039
commitment Only the finest ingredients/materials are used in the manufacture of this brand 0.8848 0.7829
The brand is made to the most exacting standards, where everything the firm
does is aimed at improving quality 0.8953 0.8016
The brand is manufactured to the most stringent quality standards 0.9011 0.8120
It feels like artisan skills and customized manufacturing processes have been
retained in the production of this brand 0.7784 0.6059
The brand is a potent symbol of continued quality 0.804 0.6464
The brand is made by a master craftsman who pays attention to detail and is
involved throughout the production process 0.8466 0.7167
The firm is committed to retaining long-held quality standards for the brand 0.8351 0.6974
The brand has a mark of distinction that signifies quality 0.8095 0.6553
Heritage The brand has a strong connection to an historical period in time, culture and/or
specific region 0.8051 0.6482 0.9489 0.9352 0.7562
The brand has a strong link to the past, which is still perpetuated and celebrated
to this day 0.9017 0.8131
The brand reminds me of a golden age 0.8384 0.7029
The brand exudes a sense of tradition 0.8898 0.7917
The brand reinforces and builds on long-held traditions 0.8975 0.8055
The brand reflects a timeless values and purposes 0.8809 0.7760
Sincerity The brand remains true to its espoused values 0.937 0.8780 0.961 0.9458 0.8603
The brand refuses to compromise the values upon which it was founded 0.9142 0.8358
The brand has stuck to its principles 0.9402 0.8840
The brand builds on traditions that began with its founder 0.9183 0.8433
Brand self The brand is part of who you are 0.9761 0.9528 0.9767 0.9522 0.9544
connection I fell personally connected with the brand 0.9778 0.9561
Prominence I have automatic thoughts/feelings for that brand 0.9832 0.9667 0.9833 0.966 0.9671
The thoughts/feelings come naturally for that brand 0.9836 0.9675
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Brand self connection Heritage Pay more Prominence Promote Purchase intention Quality Sincerity

Brand self connection 0.976

Heritage 0.4754 0.869
Pay more 0.7157 0.4249 Single item construct
Prominence 0.8355 0.561 0.626 0.983
Promote 0.663 0.2978 0.5609 0.5648 Single item construct
Purchase intention 0.6814 0.4109 0.752 0.5901 0.5062 Single item construct
Quality commitment 0.5203 0.7643 0.4954 0.5404 0.4094 0.4882 0.838
Sincerity 0.5042 0.8355 0.454 0.5535 0.3955 0.4057 0.8003 0.927

Fornell-Larcker
criterion
The impact
of brand

Table II.
545
authenticity
 BFJ R 2=0.409
117,2 Brand Self Prominence Purchase
Connection
Intention
Quality
Commitment 0.951 0.640
0.926 0.952 R 2=0.523

546 0.918
0.619 0.723
Brand Brand Pay More
Heritage
Authenticity Attachment

0.927 R 2=0.384 0.622 R 2=0.387

Sincerity
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Promote
Figure 1.
ELMA
Note: n=100

R 2=0.475

Brand Self Prominence

Connection Purchase
Intention
Quality
Commitment 0.962 0.689
0.957 0.965
R 2=0.462

0.925 0.562 0.680

Brand Brand Pay More
Heritage
Authenticity Attachment

0.926 R 2=0.316 0.660 R 2=0.435

Sincerity
Promote
Figure 2.
PLOMARI
Note: n=117

experiences in a world of international brands stimulates even more consumers’ desire

for authentic experiences and brands. Consumers are getting disappointed at this
outcome, resulting in their seeking for alternatives that will satisfy their inner need for
authenticity. Therefore, as the quest of consumers for authenticity is getting more
strenuous, they will be more willing to emotionally attach to brands that preserve this
particular characteristic in various product categories.
This study makes an important contribution to marketing theory and research
by demonstrating empirically the positive impact of brand authenticity on brand
attachment. Furthermore, it contributes to previous research streams investigating
the impact of heritage, quality and labelling schemes on consumer-brand relationships
and, simultaneously, opens a new research stream that overarch several of the
aforementioned dimensions under one construct. The result is important for future
studies aiming to investigate our postulation that this effect can be explained by
consumers’ desire to keep or build their own self-identity based on these authentic
 brands. Similarly, further studies are needed regarding the role of brand trust in the The impact
relationship between brand authenticity and brand attachment. The second group of of brand
our hypotheses is in accordance with previous studies such as Park et al. (2010). We
confirmed that in the food industry, brand attachment significantly influences
authenticity
purchase intention, willingness to pay more and promote the brand.
This study suffers from limitations common to any study in this particular field.
First of all, the generalizability of the findings should be considered in light of our 547
study’s limitations. The study refers to only two food brands in a specific country. It
would be interesting to investigate the issue of food brands authenticity in different
countries, and even compare the results. Furthermore, it would be valuable to
investigate the impact of brand authenticity to brand attachment to other product
categories or services by taking into consideration parameters such as the hedonic or
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utilitarian nature of the product. In addtion, the study investigates the authenticity
related to emotional attachment. Future research should examine similar constructs
such as brand love or brand passion or other elements from consumers brand
relationship paradigm that may relate in a different way to authenticity. In the luxury
sector of wines or spirits or other fine food consumer emotions such as passion can be
relevant in combination with the brand attachment.
Generally, brand authenticity can be an overarching concept that includes the
fundamental parameters of success for food brands such as heritage, tradition, quality
commitment and sincerity regarding the usage of the brand. The impact of brand
authenticity on brand attachment and the important role of the latter as an antecedent
of behavioural intentions can have some managerial implications. Marketers should
take into consideration the fact that brand authenticity is valuable market based asset
that should be protected and taken into account before the implementation of
marketing and branding actions. Marketing communication, designing of packages
and logos and other marketing actions may hurt consumers’ perception of brand
authenticity and consequently brand attachment and behavioural intentions. This is
extremely important nowadays that brands compete not only for the behavioural
consumers’ loyalty but also for the various affective relationships such as the emotional
attachment. Therefore, marketers in food industry can use the construct of brand
authenticity as a way to protect the brand meaning but also as a tool to identify new
opportunities for growth. The example of brand extensions is representative of how
important the notion of brand authenticity can be regarding the decisions on whether
to expand the brand or not to new food product categories.

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Further reading
Beverland, M.B. (2005), “Crafting brand authenticity: the case of luxury wine”, Journal of
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About the authors

Dr Ioannis Assiouras is an Assistant Professor of Marketing in TBS Toulouse Business School.
He received his PhD in Marketing from the Athens University of Economics and Business with a
scholarship from the National Institution of Scholarships (IKY) of Greece. His research interests
are in the areas of corporate social responsibility, ethical consumerism, crisis management,
branding and tourism marketing. He is a member of European Academy of Marketing and
American Marketing Association. Dr Ioannis Assiouras is the corresponding author and can be
contacted at: i.assiouras@esc-toulouse.fr
Georgia Liapati is a PhD candidate in the University of Toulouse. Her research interests and
expertise lie in the areas of consumer-brand relationships and brand management.
Georgios Kouletsis is an Undergraduate at the Technological Institute of Piraeus. His research
interests lie in the areas of tourism administration and consumer behavior.
Michalis Koniordos is a Professor of Tourism Administration at the Technological Institute of
Piraeus. His research interests lie in the areas of tourism administration and consumer behavior.

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