Creating innovation that drives authenticity

Abstract

Purpose The purpose of this paper is to explore the relationship between innovation and authenticity by developing a conceptual framework that illuminates the key constructs. Design/methodology/approach The paper adopts a common perspective – the customer – for both innovation and authenticity. A conceptual framework identifying the roles of centrality and distinctiveness in the innovation–authenticity relationship is developed and justified based upon prior research regarding brand extensions and authenticity. Findings The innovation–authenticity relationship can be visualized and managed using two constructs: centrality and distinctiveness. Centrality is proposed to have a positive relationship, whereas distinctiveness is proposed to have a non-linear (inverted-U) relationship. Originality/value The paper contributes a new conceptualization of the innovation–authenticity–loyalty relationship. It applies C–D Mapping in a completely new way to provide managerially relevant visualization of customers’ perceptions of a new innovation vis-à-vis the parent brand to guide strategic decision making. The paper also suggests areas for further research to improve our understanding of successful innovation–authenticity alignment.

The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective

“…Consequently, authenticity has become an essential topic of gaining attention from many scholars (Morhart et al , 2015; Napoli et al , 2014). Despite the essential role of brand experience and authenticity for developing brand love, there is a scant of literature on the subject (Das et al , 2019; Ferreira et al , 2019; Keiningham Timothy et al , 2019). As discussed, there are few studies available in the Asian context, while the Asian markets are proliferating and much-debated topic (Fam et al , 2013).…”

What makes inauthenticity dangerous

“…Th e authenticity of the food and the culinary environment can be prime attributes in the perceptions of authenticity seekers (Sims, 2009;Özdemir & Seyitoğlu, 2017;B ertan, 2020). Th e availability of authentic foodservice products elevates its value in the eyes of the consumer (Keiningham et al, 2019). Sims (2009, p. 334) observes that "local products can appeal to tourists on several levels, from the simple demand for typical products that can be purchased and consumed as a symbol of place, through to the complex and deep-seated quest for a more authentic sense of self".…”

Service creativity reinforcement and firm performance

“…Because the value of innovation performance ranges from 0 to 1, a fractional regression is used, instead of a traditional regression to estimate the models. As the service innovation performance is related to innovativeness (Dotzel et al, 2013;Valtakoski et al, 2019), and the issues with service innovativeness has received previous attention (Durmusoglu et al, 2018;Keiningham et al, 2019), the models are estimated by their innovativeness. High innovativeness indicates that the developed services are new to the market or new to the firm; in contrast, low innovativeness refers to the developed services with limited changes.…”