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Authenticity Perceptions in the Chinese Marketplace

Liu, Martin, Yannopoulou, Natalia, Bian, Xuemei, Elliott, Richard (2015) Authenticity Perceptions in the Chinese Marketplace. Journal of Business Research, 68 (1). pp. 27-33. (doi:10.1016/j.jbusres.2014.05.011) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

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http://dx.doi.org/10.1016/j.jbusres.2014.05.011

Abstract

This exploratory study examines Chinese consumers’ perceptions of authenticity. Extended interviews reveal that Chinese consumers do not evaluate products based on a perceived binary relationship between authentic and inauthentic products. The results suggest, instead, Chinese consumers view authenticity evaluation as relational and hierarchical rather than original and unique. Two additional authenticity types emerge—domesticated and mimicked. The findings help marketing practitioners create new consumer segments based on the authenticity levels of product offerings and simultaneously help preserve brand equity and long-term relationships with consumers.

Item Type: Article
DOI/Identification number: 10.1016/j.jbusres.2014.05.011
Uncontrolled keywords: Keywords: authenticity, inauthenticity, domesticated, mimic, brands, China
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Xuemei Bian
Date Deposited: 08 Jun 2014 10:51 UTC
Last Modified: 29 May 2019 12:39 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/41334 (The current URI for this page, for reference purposes)

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