Bartsch, F, Zeugner-Roth, KP and Katsikeas, CS orcid.org/0000-0002-8748-6829 (2022) Consumer authenticity seeking: conceptualization, measurement, and contingent effects. Journal of the Academy of Marketing Science, 50 (2). pp. 296-323. ISSN 0092-0703
Abstract
The concept of authenticity is gaining interest in research and managerial practice. While the focus has been on the supply side, investigating factors that make brands authentic, the demand side, or consumers’ search for authentic market offerings, has been neglected. Informed by the literature, this article develops a psychometrically sound and cross-nationally and temporally stable scale to measure consumer authenticity seeking (CAS) as a set of three dimensions: personal, true, and iconic authenticity seeking. Using a comprehensive theory-based nomological network, this research introduces CAS as an important moderator between brand authenticity and outcomes. It also examines consumers’ intrinsic and extrinsic motives that drive these effects. Finally, this research reveals different consumer profiles managers can use for targeting and segmentation purposes.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © Academy of Marketing Science 2021. This is an author produced version of an article, published in Journal of the Academy of Marketing Science. Uploaded in accordance with the publisher's self-archiving policy. |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 21 Sep 2021 11:16 |
Last Modified: | 04 Nov 2022 01:13 |
Status: | Published |
Publisher: | Springer Verlag |
Identification Number: | 10.1007/s11747-021-00813-y |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:178333 |