In Search of an Authentic Conceptualization For Authenticity in Marketing Offerings

Kisson Lin, University of Hong Kong, China
Felix Tang, Hang Seng School of Commerce, China
Michelle So, University of Hong Kong, China
An obstacle to the research on authenticity in marketing offering is the lack of a cohesive framework. This article contributes to the literature from a qualitative perspective by synthesizing fourteen different conceptualizations of authenticity. We propose a simplified, four dimensional framework to describe the authenticity of marketing offerings.
[ to cite ]:
Kisson Lin, Felix Tang, and Michelle So (2011) ,"In Search of an Authentic Conceptualization For Authenticity in Marketing Offerings", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.