Authenticity perceptions in the Chinese marketplace

Liu, Martin, Yannopoulou, Natalia, Bian, Xuemei and Elliott, Richard (2015) Authenticity perceptions in the Chinese marketplace. Journal of Business Research, 68 (1). pp. 27-33. ISSN 0148-2963

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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
Uncontrolled Keywords: authenticity, inauthenticity, domesticated, mimic brands, China
Subjects: N100 Business studies
N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School > Accounting and Finance
Depositing User: Ay Okpokam
Date Deposited: 06 Dec 2017 11:08
Last Modified: 06 Dec 2017 11:08

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