Authenticity in marketing: a response to consumer resistance?
Prior research points out the emerging phenomenon of consumer resistance in terms of resistance towards the marketing discipline. At the same time, extant literature suggests the increasing importance of authenticity in marketing. This study investigates the research question whether and by which...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Warsaw
2015-12-01
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| Series: | Journal of Marketing and Consumer Behaviour in Emerging Markets |
| Subjects: | |
| Online Access: | http://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_2/JMCBEM_2(2)-2015_Marks,Prinsloo.pdf |