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Authenticity Perceptions in the Chinese Marketplace

Lookup NU author(s): Professor Natalia Yannopoulou

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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. (C) 2014 Elsevier Inc. All rights reserved.

Publication metadata

Author(s): Liu MJ, Yannopoulou N, Bian XM, Elliott R

Publication type: Article

Publication status: Published

Journal: Journal of Business Research

Year: 2015

Volume: 68

Issue: 1

Pages: 27-33

Print publication date: 01/01/2015

Online publication date: 11/06/2014

Acceptance date: 01/04/2014

ISSN (print): 0148-2963

ISSN (electronic): 1873-7978

Publisher: Elsevier

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

DOI: 10.1016/j.jbusres.2014.05.011

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