When business and art collide, there are inevitably concerns that stakeholder interests will undermine creativity and artistic integrity. However, research by Anette Mikes and Felicitas Morhart shows that it is possible to reconcile commercialization with artistic and cultural activities.
Tag Archives: Felicitas Morhart
Felicitas Morhart is a professor of Marketing. In her research she investigates how companies can create meaning and well-being for stakeholders through their marketing and branding activities.
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When brands get real: New perspectives on brand authenticity
The concept of brand authenticity has attracted a lot of attention recently, yet is still not well understood. Recent research, however, provides new insights on the topic, providing tools and frameworks to help understand, measure, and extract value from brand authenticity.
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