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

Comments

This article was originally published as: 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. Original article available here

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.

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