Consumer authenticity seeking: conceptualization, measurement, and contingent effects

Fabian Bartsch (), Katharina Zeugner-Roth and Constantine S. Katsikeas ()
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Fabian Bartsch: Montpellier Business School
Constantine S. Katsikeas: Leeds University Business School, Maurice Keyworth Building, University of Leeds

Journal of the Academy of Marketing Science, 2022, vol. 50, issue 2, No 5, 296-323

Abstract: Abstract The concept of authenticity is gaining interest in research and managerial practice. While the focus has been on the supply side, investigating factors that make brands authentic, the demand side, or consumers’ search for authentic market offerings, has been neglected. Informed by the literature, this article develops a psychometrically sound and cross-nationally and temporally stable scale to measure consumer authenticity seeking (CAS) as a set of three dimensions: personal, true, and iconic authenticity seeking. Using a comprehensive theory-based nomological network, this research introduces CAS as an important moderator between brand authenticity and outcomes. It also examines consumers’ intrinsic and extrinsic motives that drive these effects. Finally, this research reveals different consumer profiles managers can use for targeting and segmentation purposes.

Keywords: Authenticity; Self-authenticity; Need for uniqueness; Susceptibility to normative influence; Profile analysis (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s11747-021-00813-y

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