The case of BrewDog: Utilizing semiotics in lifestyle branding to establish and maintain brand authenticity at different stages of growth
Brand authenticity plays a crucial role in a brand’s growth according to previous research, but little research has been conducted to examine how growth may affect brand authenticity. It has been conventional practice in the branding world to study brand authenticity based predominantly on consumer perceptions rather than studying brands’ ability to remain authentic over an extended time period. A