Brand Trust and Authenticity: The link between trust in brands and the consumer's role on the market
Consumers increasingly demand that brand authenticity means that the brand's values are aligned with the corporation's actions, which are made transparent (Holt 2002). Interrogating Holt's claim that "consumer resistance" is inevitably staged in the marketplace, I suggest that the implications of seeing brand authenticity as linked to trust are related to how the consumer's role on the market is p