The way to authenticity is grounded – role of marketing communication cues in driving authenticity perceptions

• Published in: International journal of retail & distribution management Vol. 53; no. 6; pp. 522 - 536
• Main Authors: Mathur, Shipra, Nayak, Jogendra Kumar
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 29.05.2025; Emerald Group Publishing Limited
• Subjects: Affect (Psychology); Authenticity; Communication; Consumers; Culture; Hypotheses; Marketing; Nostalgia; Perceptions; Retail stores; Social responsibility; Storytelling; Sustainability; Authenticity; Marketing communication cues; Groundedness; Perceived price fairness

PurposeThe current article demonstrates how marketing communication cues can affect authenticity perceptions by making consumers feel grounded, which means making them feel emotionally connected to their physical, social or historical environment and points to some boundary conditions.Design/methodo...