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Even better than the real thing

Date of publication: November 19, 2009

Catalogue: Qualitative 2009: The Evolving Human

Companies: InSites Consulting, Levi Strauss & Co.

Authors: Dirk van Kemseke, Tom De Ruyck

Abstract:

The definition of 'brand authenticity' is dominated by components such as: origin, history and heritage of a brand. Levi Strauss & Co., the inventor of denim jeans, was interested in updating their view on authenticity in the current postmodern consumer climate. More specifically they verified the perception of authenticity among young consumers. In this presentation a new definition of authenticity is constructed. Since youth are the consumers of tomorrow, how this definition affects the way market researchers will interact with this new generation of respondents is illustrated.

Dirk van Kemseke

Author

This is a long description of some author details.

Tom De Ruyck

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Citation

van Kemseke and De Ruyck (2009a, November 19). Even better than the real thing. ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/even-better-than-the-real-thing