Authenticity investigation in organizational communication
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2016.139346Keywords:
Authenticity. Authentic brand. Brand communication.Abstract
This article suggests that the investigation of authenticity in organizational communication starts from a theoretically built concept, which is solidly defined and properly aligned with the target public perception dynamics related to the organizational brands. The study also proposes drivers to develop and manage researches, based on theoretical review of three fields of study – philosophy, social sciences and theory of communication – combined with the empirical research to test and validate the assumptions.
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