Authenticity has been well studied in the consumer research realm, as well as in many other academic disciplines such as tourism, communications, politics, religion, anthropology, etc. However, it is mostly absent from the business to business (B2B) literature.
|Title of host publication||Developments in Marketing Science|
|Subtitle of host publication||Proceedings of the Academy of Marketing Science|
|Number of pages||1|
|Publication status||Published - 2015|
|Name||Developments in Marketing Science: Proceedings of the Academy of Marketing Science|