Authenticity Gap: Purpose
Successful marketers are fully aware of the need in today’s world for a brand to be aligned to consumer values and attitudes. The model is used when a company is either testing this alignment, or perhaps when it has had an indication from the market that product performance, service level delivery, or both have been problematic. The symptoms of the problem could be found in social media comments, from consumer monitoring research, or even a fall in sales.
Fleishman-Hillard Inc. and Lepere Analytics (2013) define authenticity gap as the gap between consumer expectations and the consumer experience of a brand. They believe that bridging this gap is critical to brand success and that it is possible ...
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