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.
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