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ABSTRACT
This article examines how brand authenticity is established and maintained. Existing studies focus on building authenticity; this article responds to calls for longitudinal research to explore its evolution. A historical and present-day analysis of Jaeger-LeCoultre (a luxury watch manufacturer), employing multiple sources of qualitative data, reveals the dynamic nature of authenticity. Throughout the course of a brand’s lifetime, its authenticity is maintained by employing different strategies that emphasise various interrelated dimensions of genuineness. Early projections of authenticity are centred on a germination strategy, where an emphasis on craftsmanship develops a sense of sincerity and integrity. As the brand grows through a prolific product extension strategy, its authenticity is cultivated through quality commitment, resulting in stylistic consistency. As the brand reaches maturity it returns to its roots, emphasising craftsmanship and leading to brand integrity. Following the analysis, the theoretical and managerial implications are presented.
Acknowledgments
The authors thank the editor and reviewers for their constructive comments throughout the review process.
Disclosure statement
No potential conflict of interest was reported by the authors.
Notes
2. Abraham-Louis Breguet, a Swiss-born horologist, invented the tourbillon in order to address the effect of gravity on the accuracy of pocket watches. In later years, this watch feature/complication was used in wristwatches. It is often referred to as the heartbeat of a watch.
3. Salon International de la Haute Horlogerie (commonly referred to as SIHH), an invitation-only annual event in the luxury watch industry, organised by the luxury conglomerate, The Richemont Group.
Additional information
Notes on contributors
Navdeep Athwal
Navdeep Athwal is a Lecturer of Marketing at Sheffield University Management School in the UK. She researches in the areas of branding, luxury marketing, and sustainable marketing and consumption.
Lloyd C. Harris
Lloyd C. Harris is a Professor of Marketing and Head of Department at Birmingham Business School, University of Birmingham. His work has been published in (amongst others) the Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Business Research, Journal of Marketing Theory and Practice, Journal of Marketing Management, and the European Journal of Marketing.