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Research papers

Even better than the real thing

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...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Dirk van Kemseke, Tom De Ruyck
Companies: InSites Consulting, Levi Strauss & Co.
November 19, 2009
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Citation

van Kemseke and De Ruyck (2009a, November 19). Even better than the real thing. ANA - ESOMAR. Retrieved May 14, 2024, from


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