Perceptions of authenticity towards Māori Branding: Congruence as determinator?

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Title

Perceptions of authenticity towards Māori Branding: Congruence as determinator?

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Description

Increasingly, both local and global organisations are implementing indigenous branding in their market offerings, regardless of whether they have ancestral connections to indigenous culture. However, numerous criticisms and claims of cultural appropriation have been raised in response to organisations’ commercialisation and commodification of indigenous culture through indigenous branding. This raises questions about the authentic and appropriate use of indigenous culture, language and iconog...

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Other

Date created

08 Dec, 2021

Creator

Baltus, Brittany

URL

https://figshare.com/articles/thesis/Perceptions_of_authenticity_towards_M_ori_Branding_Congruenc...

Related subjects

Māori Branding / Authenticity / Congruence / School: School of Marketing and International Business / 150502 Marketing Communications / 150503 Marketing Management (incl. Strategy and Customer Relations) / 959999 Cultural Understanding not elsewhere classified / 970115 Expanding Knowledge in Commerce, Management, Tourism and Services / Degree Discipline: Marketing / Degree Level: Masters / Degree Name: Master of Commerce / Marketing Communications / Marketing Management (incl. Strategy and Customer Relations)

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