What makes a brand authentic? The example of "The Body Shop" 124 Spielkarten oder dem Stand der

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What makes a brand authentic? The example of "The Body Shop" 124 Spielkarten oder dem Stand derSeminar paper from the year 2013 in the subject Business economics Offline Marketing and Online Marketing, grade: 1, University of Southern Denmark (Marketing & Management), course: Advanced Marketing Communication, language: English, abstract: Because consumers want a brand to be authentic (cf. Brown, Kozinets, & Sherry, 2003, p. 21; Schallehn, 2012, p. 10), brands are under pressure to be in accordance with this need. Especially when acting on a