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The Study of Authenticity: Implications and Future Research

In: From Art to Marketing

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  • Marta Massi

    (Athabasca University)

Abstract

This chapter identifies a number of conceptual and methodological issues characterizing marketing research on authenticity, including, the prevalence of a modernist conceptualization of authenticity; absence of a generalizable definition of authenticity; predominance of a taxonomic approach to the concept of authenticity; no consideration of the active and co-creative role of the consumer in constructing authenticity; dominance of institutional perspective on authenticity; research methodologies to study authenticity are mainly modernist; authenticity is studied in very specific contexts of analysis; lack of an operational definition of authenticity; scant research on the relationships among factors of authenticity. The purpose of this chapter is to summarize recent developments, highlight the state of the art, and to offer some critical observations of various understandings of the concept of authenticity in the marketing field, in order to identify conceptual or methodological gaps and limitations and directions for future research.

Suggested Citation

  • Marta Massi, 2023. "The Study of Authenticity: Implications and Future Research," Springer Books, in: From Art to Marketing, chapter 0, pages 119-147, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-17008-0_6
    DOI: 10.1007/978-3-030-17008-0_6
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