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Authenticity in Marketing: Reality or Oxymoron?

In: From Art to Marketing

Author

Listed:
  • Marta Massi

    (Athabasca University)

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.

Suggested Citation

  • Marta Massi, 2023. "Authenticity in Marketing: Reality or Oxymoron?," Springer Books, in: From Art to Marketing, chapter 0, pages 41-71, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-17008-0_3
    DOI: 10.1007/978-3-030-17008-0_3
    as

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