Logo do repositório
 
Publicação

Condemned to authenticity

2026-03Artigo científico Acesso aberto
Ver registo simples
dc.contributor.authorGrimm, Nils
dc.contributor.authorSahhar, Yasin
dc.contributor.authorMoss, Christoph
dc.contributor.authorHenseler, Jörg
dc.contributor.institutionInformation Management Research Center (MagIC) - NOVA Information Management School
dc.contributor.pblPalgrave Macmillan
dc.date.accessioned2025-09-17T21:46:43Z
dc.date.available2025-09-17T21:46:43Z
dc.date.issued2026-03
dc.descriptionGrimm, N., Sahhar, Y., Moss, C., & Henseler, J. (2026). Condemned to authenticity: corporate branding through an existentialist lens. Journal of Brand Management, 33, 138-153. https://doi.org/10.1057/s41262-025-00396-x --- %ABS2% --- We are thankful for the constructive and helpful comments of the conference participants at the Global Brand Conference 2024 in Edinburgh, UK. While preparing this study, we used Grammarly Pro to improve the readability and language of the manuscript. After using the tool, the authors have reviewed and edited the content as needed and take full responsibility for the publication’s content. This work was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project UIDB/04152/2020 (https://doi.org/10.54499/UIDB/04152/2020)—Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.
dc.description.abstractCorporate branding has long been shaped by the assumption of a fixed, essential pathway towards an ‘authentic moral identity,’ reinforcing essentialist thought. However, as corporate brands increasingly navigate complex landscapes, essentialism reduces morality and authenticity to a set of criteria, overlooking its subjective and emergent nature. This conceptual paper critiques essentialist thought in corporate branding, arguing that conscientious corporate brands engage in a process of becoming worthy of moral consideration, which resonates with existentialist philosophy. Existentialism shelves predetermined essences and confronts human existence by emphasizing the primacy of authentic constructed meaning, (inter)subjective experience, freedom, and responsibility. What could existentialism mean for authentic corporate brands? And how can corporate brands pursue their true authentic self? By framing corporate brands as ‘condemned to authenticity’—in a state of perpetual becoming—we propose an existentialist rethinking of authenticity. This lens reshapes corporate branding towards nested, emergent phenomena, offering tenets grounded in existentialist thought, and addressing both theoretical and practical implications for brand orchestration.en
dc.description.versionpublishersversion
dc.description.versionpublished
dc.format.extent16
dc.format.extent1010828
dc.identifier.doi10.1057/s41262-025-00396-x
dc.identifier.issn1350-231X
dc.identifier.otherPURE: 129480500
dc.identifier.otherPURE UUID: 6ff6ab8e-c654-4e97-94c3-f63388e8e25e
dc.identifier.othercrossref: 10.1057/s41262-025-00396-x
dc.identifier.otherScopus: 105015809260
dc.identifier.otherWOS: 001568745300001
dc.identifier.urihttp://hdl.handle.net/10362/188044
dc.identifier.urlhttps://www.scopus.com/pages/publications/105015809260
dc.identifier.urlhttps://www.webofscience.com/wos/woscc/full-record/WOS:001568745300001
dc.language.isoeng
dc.peerreviewedyes
dc.relationhttps://doi.org/10.54499/UID/04152/2025
dc.relationhttps://doi.org/10.54499/UID/PRR/04152/2025
dc.subjectCorporate branding
dc.subjectExistentialism
dc.subjectAuthenticity
dc.subjectBrand-for-itself
dc.subjectOrganizational becoming
dc.subjectStrategy and Management
dc.subjectMarketing
dc.titleCondemned to authenticityen
dc.title.subtitlecorporate branding through an existentialist lensen
dc.typejournal article
degois.publication.firstPage138
degois.publication.lastPage153
degois.publication.titleJournal of Brand Management
degois.publication.volume33
dspace.entity.typePublication
rcaap.rightsopenAccess

Ficheiros

Principais
A mostrar 1 - 1 de 1
Miniatura
Nome:
Condemned_to_authenticity.pdf
Tamanho:
987.14 KB
Formato:
Adobe Portable Document Format
Ver/Abrir

Coleções

NIMS: MagIC - Artigos em revista internacional com arbitragem científica (Peer-Review articles in international journals)