Seeking Authenticity: How Trustworthy Brands Drive Customer Loyalty

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As humans, we seek authenticity. It doesn’t matter if we’re talking about the genuineness of a luxury timepiece, the bona fides of a collectible work of art, a politician’s honesty, or simply the sincerity of a friend’s statement—we are drawn to things that we believe we can trust as legitimate. Whether we consciously realize it or not, the quest for authenticity is present in just about every aspect of our day-to-day lives—from the relationships we foster to the brands with which we choose to do business.

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