Such a chaotic concept of authenticity!
While scholars are discussing vigorously,
they seem not talking about the same “authenticity”...
The cognitive gap with consumers, facing adventure, troubles when keeping brand value…
Authenticity is the final award after you fighting all the difficulties.
WELCOME TO HISTORY
From here, you will have an overview of what scholars did around authenticity.
The literature review will help you to understand what troubles we are facing.
Managers cannot subjectively judge that what is authentic.
The things which are authentic to you may not be authentic to your customers
(Gilmore, JH, & Pine, IBJ, 2010).
Managers cannot subjectively judge that what is authentic.
The things which are authentic to you may not be authentic to your customers
(Gilmore, JH, & Pine, IBJ, 2010).