Authenticity Perceptions in the Chinese Marketplace

Martin J. Liu, Natalia Yannopoulou, Xuemei Bian, Richard Elliott

Research output: Contribution to journalArticle

  • 10 Citations

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.

LanguageEnglish
Pages27-33
Number of pages7
JournalJournal of Business Research
Volume68
Issue number1
Early online date11 Jun 2014
DOIs
StatusPublished - Jan 2015

Fingerprint

Authenticity
Chinese consumers
Marketing
Evaluation
Brand equity
Long-term relationships
Consumer perceptions
Exploratory study

Keywords

  • Authenticity
  • Brands
  • China
  • Domesticated
  • Inauthenticity
  • Mimic

Cite this

Authenticity Perceptions in the Chinese Marketplace. / Liu, Martin J.; Yannopoulou, Natalia; Bian, Xuemei; Elliott, Richard.

In: Journal of Business Research, Vol. 68, No. 1, 01.2015, p. 27-33.

Research output: Contribution to journalArticle

Liu, Martin J. ; Yannopoulou, Natalia ; Bian, Xuemei ; Elliott, Richard. / Authenticity Perceptions in the Chinese Marketplace. In: Journal of Business Research. 2015 ; Vol. 68, No. 1. pp. 27-33.
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