Authenticity Perceptions in the Chinese Marketplace

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

Research output: Contribution to journalArticlepeer-review

29 Citations (SciVal)


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.

Original languageEnglish
Pages (from-to)27-33
Number of pages7
JournalJournal of Business Research
Issue number1
Early online date11 Jun 2014
Publication statusPublished - Jan 2015


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


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