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Authenticity: A Macromarketing Perspective

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journal contribution
posted on 11.08.2020, 00:49 by Djavlonbek Kadirov, RJ Varey, B Wooliscroft
This investigation argues that authenticity is inherently a macromarketing concept that is linked to how marketers and consumers view themselves and their own status in society. We show that authenticity refers to the marketer's marketplace condition (mindset) that can be best described as sincere concern for another. We argue that micromarketing as a general phenomenon is rooted in inauthenticity due to the fact that micromarketing practices represent (distressed, decomposed) overreaction to the marketers' self-embraced narrow view of their own social status (as maximiser of self-interest, profit, growth) that is largely irrelevant - even contradictory - to the crucial goals of society. © The Author(s) 2013.

History

Preferred citation

Kadirov, D., Varey, R. J. & Wooliscroft, B. (2014). Authenticity: A Macromarketing Perspective. Journal of Macromarketing, 34(1), 73-79. https://doi.org/10.1177/0276146713505774

Journal title

Journal of Macromarketing

Volume

34

Issue

1

Publication date

01/03/2014

Pagination

73-79

Publisher

SAGE Publications

Publication status

Published

Contribution type

Article

Online publication date

01/10/2013

ISSN

0276-1467

eISSN

1552-6534

Language

en

Exports