Dwivedi, A., & McDonald, R. (2018). Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications. European Journal of Marketing.

Essay Instructions:

BUS 3023
Article analysis
Instructions:
Please use the Article Analysis template below to answer the questions.
(Use APA 6 style)

ARTICLE ANALYSIS

Name: _______________________ Date: ____________________

1) Cite article (APA 6 style):

3) List the important facts that the author(s) uses to support the main idea:

4) Identify weaknesses in its argument:

5) What point could be added to its thesis?

6) List any examples of bias, misinformation, or flawed reasoning that you found in this article.
7) In your opinion, was this article published in a credible journal?

Essay Sample Content Preview:

Article review
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Date:
Dwivedi, A., & McDonald, R. (2018). Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications. European Journal of Marketing.
Main idea and supporting facts
The authors, Dwivedi and McDonald suggest that consumer perceptions of brand marketing communications can be used to identify the brand authenticity of fast-moving consumer goods. This point is supported by various citations including Brown et al. (2003), who visualizes authenticity to be a brand essence that is linked to a unique sense of historic tradition or spirit of the past. Similarly, the article draws on the research of Chhabra (2008), which indicate that consumers can judge the degree of brand authenticity along a continuum. These facts support the article’s research findings and complement the literature that outlines the role of consumer perceptions in shaping the authenticity of brands.
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Updated on January 26, 2024

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