Authenticity in Marketing: Reality or Oxymoron?

Marta Massi ()
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Marta Massi: Athabasca University

Chapter Chapter 3 in From Art to Marketing, 2023, pp 41-71 from Springer

Abstract: Abstract This Chapter examines marketing and tourism research on authenticity. Presenting itself as a critical concern for consumers, authenticity has rapidly become central to the study and practice of marketing. Consumer perceptions of authenticity have been found to have a positive effect on brand attitude and purchase intentions. However, despite the increasing importance attributed to authenticity in the marketing field, the concept has received relatively little scholarly attention and research in this area is still in its infancy. The chapter emphasizes how marketing understandings of the concept of authenticity have mirrored the vexata quaestio existing in the broader literature on whether authenticity should be regarded either as an objective feature of objects or as a social construct.

Keywords: Stage authenticity; Indexical authenticity; Iconic authenticity; Hot authenticity; Cool authenticity (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-17008-0_3

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DOI: 10.1007/978-3-030-17008-0_3

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