Authenticity what consumers really want pdf

Inundated by fakes and sophisticated counterfeits, people increasingly see the world in terms of real or fake. They would rather buy something real from someone genuine rather than something fake from some phony. When deciding to buy, consumers judge an offering's and a company's authenticity as much as--if not more than--price, quality, and availability. In "Authenticity," James H. Gilmore and B. Joseph Pine II argue that to trounce rivals companies must grasp, manage, and excel at rendering authenticity.

Through examples from a wide array of industries as well as government, nonprofit, education, and religious sectors, the authors show how to manage customers' perception of authenticity by: recognizing how businesses "fake it;" appealing to the five different genres of authenticity; charting how to be "true to self" and what you say you are; and crafting and implementing business strategies for rendering authenticity.

The first to explore what authenticity really means for businesses and how companies can approach it both thoughtfully and thoroughly, this book is a must-read for any organization seeking to fulfill consumers' intensifying demand for the real deal. Brought to you by:. Gilmore Contrived.

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Save to Library Save. Create Alert Alert. Share This Paper. Background Citations. Methods Citations. Results Citations. Citation Type. Has PDF. Publication Type. More Filters. Seeing the invisible: brand authenticity and the cultural production of queer imagination. The twofold aim of this theory-building article is to raise questions about the ability of queer cinema to transform market culture and ideologies around gender and sexuality.

First, the authors … Expand. The Need for Authenticity in Opinion Formation. Postmodernism Problems. The need for authenticity is a latent manifesto of Romanians who seem overwhelmed by a constant wave of inauthenticity, prejudices, and stereotypes in an environment that makes it more difficult for … Expand.

View 2 excerpts, cites background. Campaigning for authenticity. In the fall of Jimmy Carter wanted to be "an American President According to a significant amount of research, consumers take the notion of authenticity very seriously in their consumption decisions of such things as products, services, relationships and service … Expand.

Journal of International Consumer Marketing. Abstract This study explores how and when the institutionalized classification system for products or services in a specific national market domain affects consumer perceptions of authenticity.

We … Expand. View 1 excerpt, cites background. Does It Pay to Be Real? Understanding Authenticity in TV Advertising.

Journal of Marketing. Marketing managers and creatives alike believe that authenticity is an essential element for effective advertising. However, no common understanding of authenticity in advertising exists, and … Expand. Psychology, Computer Science. Authenticity as meaning validation: An empirical investigation of iconic and indexical cues in a context of "green" products.

Authenticity judgments involve how individuals distinguish what appears to be real versus fake, genuine versus phony. In this investigation, we bring authenticity into the laboratory to assess it in … Expand. Authenticity in horizontal marketing partnerships: A better measure of brand compatibility.

Journal of Business Research.