Authenticity in marketing: A conceptual model and meta-analysis

Authenticity drives customer decision-making and firm success, yet research remains fragmented due to the diversity of conceptualizations, mediators and outcomes, and empirical contexts investigated. Utilizing the entity–referent correspondence framework, we distinguish true-to-fact, true-to-ideal, and true-to-self authenticity as antecedents of overall perceived authenticity. This conceptualization of authenticity types applies to a range of entities including brands, experiences, individuals, places, and products. Our meta-analysis, utilizing 406 independent samples and 173,577 customers, demonstrates that the most integrative model (comprising the three authenticity types and overall authenticity) performs best. It uncovers causal chains linking authenticity to mediators (positive affect, positive beliefs, relationship quality) and outcomes (satisfaction, word-of-mouth, repurchase intentions). To evaluate generalizability, we include offer-related (hedonic vs. utilitarian, durable vs. consumable, services vs. goods, human vs. non-human), market-related (online vs. offline, high vs. low coproduction), and country-specific (emerging vs. developed markets, individualism vs. collectivism) moderators. The results offer managerial guidance for aligning offerings with customer expectations.