A critical review of the literature on authenticity: evolution and future research agenda

Abstract

Consumers today are increasingly requiring an authentic product or self, while marketers are also using authenticity to reconnect cultures, stories, and community to inspire consumers. Although previous research has identified a range of cues of authenticity in various contexts, limited attention is devoted to the nature and evolution of authenticity in marketing literature. Building on extant literature, we broaden our understanding of authenticity in the marketing theory development and in marketing-related decision-making process. In this paper, we analyse authenticity, firstly by providing a review of the concept and its development, and then specifically by exploring the theoretical and managerial implications of authenticity in the marketing discipline. The following key aspects are derived: authenticity is a sign of maturing theoretical concept; authenticity is an attribute-oriented idea; and consumer-based authenticity evolves and adapts. (2014) 'A critical review of the literature on authenticity: evolution and future research agenda', Int.

The Effect of Authenticity Orientation on Existential Authenticity and Postvisitation Intended Behavior

“…Indexical, objective authenticity is “a museum-linked definition that has a certain traceable source and measurable standards” (Yuan et al 2014, p. 347). A realist orientation (other terms are objectivist, modernist, or essentialist) to object-based authenticity values “genuineness, actuality, accuracy, originality, or truth that can be determined objectively.” This places great importance on “the non-contentious genuineness of an observable thing, such as an artifact, fossil, food, dress, or ritual” (Reisinger and Steiner 2006, p. 69).…”

“…A constructivist stance on object-based authenticity expands its definitional boundaries and is more open to interpretation. Iconic, or constructive, authenticity is “a personal view according to a personal profile (e.g., past experience, life and emotion) and is a social constructive interpretation process rather than a notion that can be statically measured” (Yuan et al 2014, p. 348). Constructivism emphasizes a meaning-making process in which tourists negotiate what they already know with new information and various external factors (Robinson and Clifford 2012).…”

“…The postmodern approach to authenticity stems from the acceptance of the vulnerability of authenticity due to its blurred boundaries (Yuan et al 2014), attempts to redefine it (hence, existential authenticity), and even dismiss the notion altogether (Reisinger and Steiner 2006). The postmodernist stance on authenticity can be concisely summarized as “it is irrelevant whether something is real or false, original or copy, reality or symbol” (Reisinger and Steiner 2006, p. 72).…”

New insights into unethical counterfeit consumption

“…Consumers increasingly desire and value authenticity in the post-modern marketplace (Rose & Woods, 2005;Beverland & Farrelly, 2010;Yuan, Liu, Luo, Nguyen & Yang, 2014). The fast surging demand for counterfeit products contests the notion of pursuing of authenticity in consumption, as consumers do not find authenticity in the counterfeit (Rose & Wood;Liu, Yannopoulou, Bian & Elliott, 2015).…”

Place-based brand experience, place attachment and loyalty

“…Palmer and Charters (2002) study the quality of the service experience and demonstrate that staff must be friendly, knowledgeable, available to help, punctual, accurate and make the clients feel important. These aspects help to differentiate a winery in the crowded market and gain the clients' trust by creating a sense of authenticity (Yuan et al, 2014). O' Neill and Palmer (2004) suggest that the quality of the services and products are determinants of customer loyalty.…”