Theorising brand aura

نویسندگان

چکیده

Purpose Building on Walter Benjamin's philosophical reflections aura and authenticity, this article aims to conceptualise theorise brand aura. Design/methodology/approach This extends understanding of within the management, marketing tourism literature with reference framing authenticity in time space. Findings Within a Benjaminian framework theorises offers conceptualisation antecedents It explores duality what is termed here as artefactual existential authenticity. illustrates central role consumers' mémoire involontaire realisation framework, how preceded by essence, while precedes essence. Implications for management service encounter are discussed territorial legitimacy historical testimony context firm's supporting consumer experiential engagement. Originality/value advances theoretical consumers engage experientially firms curate

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ژورنال

عنوان ژورنال: Journal of Service Management

سال: 2022

ISSN: ['1757-5826', '1757-5818']

DOI: https://doi.org/10.1108/josm-12-2021-0468