UROP Project
Defining Cultural Credibility: Consumer Perceptions of Authenticity in Brand Campaigns
Cultural identity, Branding, Advertising, Marketing
Research Mentor: Santiago Reyes,
Department, College, Affiliation: Florida State University, Communication and Information
Contact Email: sr20n@fsu.edu
Research Assistant Supervisor (if different from mentor): Alessandra Noli Peschiera
Research Assistant Supervisor Email: anolipeschiera@fsu.edu
Faculty Collaborators:
Faculty Collaborators Email:
Department, College, Affiliation: Florida State University, Communication and Information
Contact Email: sr20n@fsu.edu
Research Assistant Supervisor (if different from mentor): Alessandra Noli Peschiera
Research Assistant Supervisor Email: anolipeschiera@fsu.edu
Faculty Collaborators:
Faculty Collaborators Email:
Looking for Research Assistants: Yes
Number of Research Assistants: 2
Relevant Majors: Open to all majors
Project Location: On FSU Main Campus
Research Assistant Transportation Required: Yes Remote or In-person: In-person
Approximate Weekly Hours: 5, Flexible schedule (Combination of business and outside of business. TBD between student and research mentor.)
Roundtable Times and Zoom Link:
Not participating in the roundtable
Number of Research Assistants: 2
Relevant Majors: Open to all majors
Project Location: On FSU Main Campus
Research Assistant Transportation Required: Yes Remote or In-person: In-person
Approximate Weekly Hours: 5, Flexible schedule (Combination of business and outside of business. TBD between student and research mentor.)
Roundtable Times and Zoom Link:
Not participating in the roundtable
Project Description
In an era where brands seek cultural alignment to build trust and relevance, cultural authenticity and “credibility” has become a key component of successful branding strategies. However, while brands often borrow from multicultural aesthetics, consumers are increasingly critical of inauthentic or performative representation. The study investigates the cues that signal authenticity such as storytelling, representation, and collaboration, and how audiences distinguish between cultural appreciation and appropriation. Drawing on theories of social identity, symbolic convergence, and reception, the project aims to uncover what makes a person or campaign feel genuinely representative, and how cultural icons are constructed and validated in the eyes of the consumer.Research Tasks: Literature review, data analysis, conducting focus groups
Skills that research assistant(s) may need: Recommended: familiarity with field of study, qualitative data analysis
Required: Written communication, Attention to detail