Producers’ Views on Digital Era Brand Authenticity in a Traditional Winery
Event Location / Date(s)
Northumbria University, Newcastle, UK
Conference Name / Publication Title
13th Global Brand Conference 2018
Branding in the Digital Age: Innovation and Responsibility
The 13th Global Brand Conference will focus on the dual challenge for brands in the digital age:
- In what innovative ways can brands (and their identities) be managed in a digital world, where the conversation surrounding them is mainly not created, or indeed controlled, by the brand-owner?
- What particular responsibilities does a successful brand face in the digital world, and how important are these for maintaining a good reputation?
Bendixen, Michael T.; Mingione, Michela; Petrescu, Maria; and Abratt, Russell, "Producers’ Views on Digital Era Brand Authenticity in a Traditional Winery" (2018). HCBE Faculty Presentations. 1071.