Asked by Madeline Boutot on May 01, 2024
Verified
An aloof brand suffers from what type of deficit?
A) Authenticity as consistency
B) Authenticity as connection
C) Authenticity as conformity
D) None of these
Authenticity Deficit
The gap between a brand's claims of genuineness and the consumer's perception of its actual authenticity.
Aloof Brand
Describes a brand strategy focused on maintaining a sense of mystery or exclusivity, not engaging deeply with consumers, to foster allure and desirability.
Authenticity
The degree of genuineness and truthfulness in a brand's origins, promises, and actions, perceived by its audience.
- Distinguish between different types of brand authenticity deficits.
Verified Answer
DO
Danielle Orfitelli RosenbergMay 03, 2024
Final Answer :
B
Explanation :
An aloof brand suffers from a deficit in "Authenticity as connection" because it fails to establish a meaningful, emotional connection with its audience, making it seem distant or indifferent.
Learning Objectives
- Distinguish between different types of brand authenticity deficits.