Producers’ Views on Digital Era Brand Authenticity in a Traditional Winery

Event Location / Date(s)

Northumbria University, Newcastle, UK

Event Name / Location

13th Global Brand Conference 2018

Presentation Date

5-2-2018

Document Type

Conference Presentation

Presenter(s) / Author(s)

Michael T. Bendixen, Nova Southeastern UniversityFollow
Michela Mingione
Maria Petrescu, Nova Southeastern UniversityFollow
Russell Abratt, Nova Southeastern UniversityFollow

Description

Branding in the Digital Age: Innovation and Responsibility

The 13^th 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?

Comments

Bendixen was also the Track Chair for this session.

NSUWorks Citation

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.
https://nsuworks.nova.edu/hcbe_facpres/1071