2018
DOI: 10.1177/0022242918815880
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Does It Pay to Be Real? Understanding Authenticity in TV Advertising

Abstract: Marketing managers and creatives alike believe that authenticity is an essential element for effective advertising. However, no common understanding of authenticity in advertising exists, and empirical knowledge about its impact on consumer behavior is limited. In this study, the authors use a comprehensive literature review and qualitative studies to identify four dimensions of authenticity in an advertising context. By examining 323 television ads across 67 brands and four years, they investigate these dimen… Show more

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Cited by 135 publications
(115 citation statements)
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References 95 publications
(180 reference statements)
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“…First, advertising authenticity is considered to be a significant driver of advertising. Yet, there is no common understanding of what ad authenticity involves (Morhart et al, 2015;Becker et al, 2019). Second, because authenticity can help consumers find how to attain personal goals (Michael and Beverland, 2010), it is crucial to understand how digital CRM advertising resonates with consumers and influences consumption behaviour.…”
Section: Discussionmentioning
confidence: 99%
See 3 more Smart Citations
“…First, advertising authenticity is considered to be a significant driver of advertising. Yet, there is no common understanding of what ad authenticity involves (Morhart et al, 2015;Becker et al, 2019). Second, because authenticity can help consumers find how to attain personal goals (Michael and Beverland, 2010), it is crucial to understand how digital CRM advertising resonates with consumers and influences consumption behaviour.…”
Section: Discussionmentioning
confidence: 99%
“…An ad's context congruence also elicits favourable responses in terms of attitudes toward the ad (Choi and Rifon, 2002) and purchase intention (Jeong and King, 2010;Segev et al, 2014). Moreover, a much more recent investigation also revealed that congruence with the brand's essence has a positive effect on purchases (Becker et al, 2019). Taken together, these findings suggest that authenticity is a projection of consumers' beliefs, expectations and perspectives constructed from cues in the advertising, of which the perceived donation magnitude and ad-context congruence are critical elements in attributing authenticity and subsequent behaviours.…”
Section: Ad-website Congruence In Defining Ad Authenticitymentioning
confidence: 97%
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“…"Authentic" was the word most frequently associated with cool brands in the focus group sessions. Authenticity comes in a variety of flavors (Newman and Smith 2016;Becker, Wiegand, and Reinartz 2019), and the flavor that our respondents mentioned -the brand behaving consistently and remaining true to its roots -has been called value authenticity (Biraglia, Brakus, and Newman 2019), moral authenticity (Beverland, Lindgreen, and Vink 2009), sincerity (Napoli et al 2014), and integrity (Morhart et al 2014). One respondent stated, "Cool brands don't try to be cool and they are just what they really are."…”
Section: Themes In the Qualitative Datamentioning
confidence: 96%