An Authenticity Typology: Consumer and Context
Recent research suggests that authenticity adds to market value of both consumer products and cultural goods and is used to legitimize products and services to particular market segments sensitive to these issues. Leading scholars claim it as “one of the cornerstones of contemporary marketing.” However, what is missing is a typology outlining the definitions of the concept that exist in different marketplace contexts. Using a grounded theory approach, I have conducted in-depth interviews to discover additional insight into authenticity in an attempt to create this typology.
James Mason (2007) ,"An Authenticity Typology: Consumer and Context", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 301-302.
James Mason, Oklahoma State University, United States
E - European Advances in Consumer Research Volume 8 | 2007
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