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Erschienen in: Journal of the Academy of Marketing Science 2/2022

04.11.2021 | Original Empirical Research

Consumer authenticity seeking: conceptualization, measurement, and contingent effects

verfasst von: Fabian Bartsch, Katharina Petra Zeugner-Roth, Constantine S. Katsikeas

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 2/2022

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Abstract

The concept of authenticity is gaining interest in research and managerial practice. While the focus has been on the supply side, investigating factors that make brands authentic, the demand side, or consumers’ search for authentic market offerings, has been neglected. Informed by the literature, this article develops a psychometrically sound and cross-nationally and temporally stable scale to measure consumer authenticity seeking (CAS) as a set of three dimensions: personal, true, and iconic authenticity seeking. Using a comprehensive theory-based nomological network, this research introduces CAS as an important moderator between brand authenticity and outcomes. It also examines consumers’ intrinsic and extrinsic motives that drive these effects. Finally, this research reveals different consumer profiles managers can use for targeting and segmentation purposes.
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Fußnoten
1
Web Appendix B discusses alternative specifications of CAS as either a second-order reflective model or a first-order reflective and second-order formative model.
 
2
A robustness test including the dropped item indicates no substantial change in path estimates.
 
3
We used a moderated mediation index based on 5000 bootstrapped samples using Hayes’s (2017) PROCESS macro on a reduced model. We included antecedents of CAS as covariates to allow the model’s estimation in this additional analysis.
 
4
Self-alienation is a subjective feeling related to psychopathology. We include self-alienation for completeness purposes; it is part of Wood et al.’s (2008) conceptualization of authenticity as a personality trait.
 
5
We acknowledge an anonymous reviewer for making this suggestion.
 
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Metadaten
Titel
Consumer authenticity seeking: conceptualization, measurement, and contingent effects
verfasst von
Fabian Bartsch
Katharina Petra Zeugner-Roth
Constantine S. Katsikeas
Publikationsdatum
04.11.2021
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 2/2022
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-021-00813-y

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