Affiliation:
1. Westcliff University, USA
Abstract
This chapter explores Taylor Swift's branding strategy through the lens of authenticity, offering insights into the economics of branding in the entertainment industry. The analysis delves into Swift's approach, highlighting the economic significance of authenticity, genuine storytelling, and fan engagement. It discusses Swift's innovative revenue streams while maintaining artistic integrity. The chapter underscores authenticity's enduring relevance in fostering trust, loyalty, and emotional resonance among consumers. Swift's impact on branding economics and authenticity in entertainment is profound, setting new standards for artist-brand partnerships and fan engagement. Future research avenues include exploring authenticity's influence on consumer behavior and brand loyalty across cultural contexts. In conclusion, Swift's branding strategy serves as a compelling case study, offering lessons for building sustainable brands and meaningful consumer relationships in the digital age.
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