Authenticity: A macromarketing perspective

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dc.contributor.authorKadirov, Djavlonbek
dc.contributor.authorVarey, Richard J.
dc.contributor.authorWooliscroft, Ben
dc.date.accessioned2014-02-11T03:47:38Z
dc.date.available2014-02-11T03:47:38Z
dc.date.issued2014-03
dc.description.abstractThis 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.en_NZ
dc.identifier.citationKadirov, D., Varey, R. J., & Wooliscroft, B. (2014). Authenticity: A Macromarketing Perspective. Journal of Macromarketing, 34(1), 73-79.en_NZ
dc.identifier.doi10.1177/0276146713505774en_NZ
dc.identifier.urihttps://hdl.handle.net/10289/8486
dc.language.isoenen_NZ
dc.publisherSageen_NZ
dc.relation.urihttp://jmk.sagepub.com/content/34/1/73.abstract?&location1=affiliation&location2=all&row_operator2=and&term1a=university&term1b=waikato&term_operator1=and&term_operator2=and&cten_NZ
dc.subjectauthenticityen_NZ
dc.subjecthonestyen_NZ
dc.subjectconcern for otheren_NZ
dc.subjectethical marketingen_NZ
dc.subjectsocial statusen_NZ
dc.subjectmacromarketingen_NZ
dc.titleAuthenticity: A macromarketing perspectiveen_NZ
dc.typeJournal Articleen_NZ
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