The Role of authenticity in relationship marketing

This paper examines the concept of authenticity as it applies to relationship marketing. The rationale for this paper is the belief that authenticity is a key variable to consider in the context of successful relationship marketing scholarly attention from business researchers scholars from other disciplines have engaged with authenticity are related to authenticity include trust, integrity and heritage. Furthermore, several key components of an authenticity framework relationship marketing, such that authenticity is considered to be a process rather than a state Authenticity is intrinsically about the individual and is experience importantly, the process is reflexiv but is always being made and remade. The paper closes by arguing that establishing authenticity needs to be carefully importance in relationship marketing can be measured