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Authenticity Perceptions in the Chinese Marketplace

Author

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

Abstract

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.

Suggested Citation

  • Liu, Martin J. & Yannopoulou, Natalia & Bian, Xuemei & Elliott, Richard, 2015. "Authenticity Perceptions in the Chinese Marketplace," Journal of Business Research, Elsevier, vol. 68(1), pages 27-33.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:1:p:27-33
    DOI: 10.1016/j.jbusres.2014.05.011
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    References listed on IDEAS

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    Cited by:

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    3. Bian, Xuemei & Wang, Kai-Yu & Smith, Andrew & Yannopoulou, Natalia, 2016. "New insights into unethical counterfeit consumption," Journal of Business Research, Elsevier, vol. 69(10), pages 4249-4258.
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    7. Alain Yee Loong Chong & Eugene Ch’ng & Martin J. Liu & Boying Li, 2017. "Predicting consumer product demands via Big Data: the roles of online promotional marketing and online reviews," International Journal of Production Research, Taylor & Francis Journals, vol. 55(17), pages 5142-5156, September.

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