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      Authenticity: A macromarketing perspective

      Kadirov, Djavlonbek; Varey, Richard J.; Wooliscroft, Ben
      DOI
       10.1177/0276146713505774
      Link
       jmk.sagepub.com
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      Citation
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      Kadirov, D., Varey, R. J., & Wooliscroft, B. (2014). Authenticity: A Macromarketing Perspective. Journal of Macromarketing, 34(1), 73-79.
      Permanent Research Commons link: https://hdl.handle.net/10289/8486
      Abstract
      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.
      Date
      2014-03
      Type
      Journal Article
      Publisher
      Sage
      Collections
      • Management Papers [1125]
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