Is this genuine? The science of rating brand authenticity
©Sebastiaan ter Burg (2019)
REPORT
12 Jul 2019
Is this genuine? The science of rating brand authenticity

Authenticity has long been a buzzword in marketing, but with 51% of people saying that less than half of brands create ‘authentic’ content, there’s a significant disconnect with audiences. Canvas8 spoke to Dr. James Oakley to find out what factors affect whether something is seen as genuine.

James Oakley

Dr. James Oakley is a professor of marketing at Lewis University’s College of Business. His research focuses on marketing strategy and branding and the influence of an organisation’s culture on its marketing activities and customer relationships. Dr. Oakley holds a PhD from the Kellogg School of Management at Northwestern University, an MBA from Purdue University, and a BS in psychology from the University of Illinois. In addition to 20 years of experience as a faculty member, he brings the experience from a corporate career prior to obtaining his PhD – an ideal mix of theory and practice.

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