In Search of an Authentic Conceptualization For Authenticity in Marketing Offerings

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.



Citation:

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.

Authors

Kisson Lin, University of Hong Kong, China
Felix Tang, Hang Seng School of Commerce, China
Michelle So, University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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