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Authenticity: A Macromarketing Perspective
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DOI：10.1177/0276146713505774.png)
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摘要
En 中文
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.
Keyword:
authenticity
honesty
concern for other
ethical marketing
social status
macromarketing
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期刊
IF:
2.3
论文数:
812
被引数:
2.0K
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