Document Type
Conference Proceeding
Publisher
School of Marketing, Tourism and Leisure, Edith Cowan University
Faculty
Faculty of Business and Law
School
School of Marketing, Tourism and Leisure
RAS ID
13112
Abstract
Marketers tout authenticity as the new reality, a means by which consumers in markets of abundance determine value and, at times, prestige. Approaching consumption from a Service- Dominant perspective, where every product has a unique experiential component within which the consumer and producer co-create value, means authenticity is problematic. How can a marketer represent authentically the infinite possibilities of the experiential component of a product? This paper builds on emerging research and a qualitative example to explore the meaning and application of an authenticity framework: the 360 degree model of authenticity.
Access Rights
free_to_read
Comments
This is an Author's Accepted Manuscript of: Collins, N., Watts, L., & Murphy, J. (2011). Keeping it real: Applying 360 degrees of authenticity. Paper presented at the 2011 Australian and New Zealand Marketing Academy Conference (ANZMAC), Perth Exibition Centre, Perth, Western Australia. Available here