试论市场营销中真实性问题研究的缘起、主要内容与未来方向
7308 
587
外国经济与管理 2010 年 第 32 卷第 07 期, 页码：31 - 39
摘要
参考文献
摘要
真实性是体验经济的关键词和后现代市场营销的中心议题之一,然而尚未受到国内营销学者的关注。本文通过回顾真实性问题研究的缘起,梳理并综述了国外有关市场营销中一般真实性问题的研究,包括一般消费领域的真实性问题和品牌真实性问题研究,总结了研究路径的演变轨迹以及特殊的研究方法,并指出了该领域的未来研究方向。
[1]Brown,S,Kozinets,R V,and Sherry,J F,Jr.Teaching old brands newtricks:Retro branding andthe revival of brand meaning[J].Journal of Marketing,2003,67(3):19-33.
[2]Moscardo,G M,and Pearce,P L.Historic theme parks:An Australian experience in authenticity[J].Annals of Tourism Re-search,1986,13(3):467-479.
[3]Cohen,E.Authenticity and commoditizationin tourism[J].Annals of Tourism Research,1988,15(3):371-386.
[4]Chronis,A,and Hampton,R D.Consumingthe authentic Gettysburg:Howa tourist landscape becomes an authentic experience[J].Journal of Consumer Behaviour,2008,7(2):111-126.
[5]Wang,N.Rethinking authenticity in tourismexperience[J].Annals of Tourism Research,1999,26(2):349-370.
[6]Munoz,C L,Wood,N T,and Solomon,MR.Real or blarney?Across-cultural investigation of the perceived authenticity of I-rish pubs[J].Journal of Consumer Behaviour,2006,5(3):222-234.
[7]Belk,R W,and Costa,J A.The Mountain Man Myth:Acontemporary consuming fantasy[J].Journal of Consumer Research,1998,25(3):218-240.
[8]Penaloza,L.The commodification of the American West:Marketers’production of cultural meanings at the trade show[J].Jour-nal of Marketing,2000,64(4):82-109.
[9]Penaloza,L.Consuming the American West:Ani mating cultural meanings and memory at a stock showand rodeo[J].Journal ofConsumer Research,2001,28(3):369-398.
[10]Grayson,K,and Shul man,D.Indexicality and the verification function of irreplaceable possessions:A semiotic analysis[J].Journal of Consumer Research,2000,27(1):17-30.
[11]Kozinets,R V.Utopian enterprise:Articulating the meanings of Star Trek’s culture of consumption[J].Journal of ConsumerResearch,2001,28(1):67-88.
[12]Rose,R L,and Wood,S L.Paradox andthe consumption of authenticity through reality television[J].Journal of Consumer Re-search,2005,32(2):284-296.
[13]Leigh,T W,Peters,C,and Shelton,J.The consumer quest for authenticity:The multiplicity of meanings withinthe MGsub-culture of consumption[J].Journal of the Academy of Marketing Science,2006,34(4):481-493.
[14]Erdem,T,and Swait,J.Brand credibility,brand consideration,and choice[J].Journal of Consumer Research,2004,31(1):191-198.
[15]Holt,D B.Why do brands cause trouble?A dialectical theory of consumer culture and branding[J].Journal of Consumer Re-search,2002,29(1):70-90.
[16]Weinberger,D.Authenticity:Is it real or is it marketing[J].Harvard Business Review,2008,28(3):33-43.
[17]Fournier,S,and Lee,L.Getting brand communities right[J].Harvard Business Review,2009,87(4):105-111.
[18]Beverland,MB.Crafting brand authenticity:The case of luxury wines[J].Journal of Management Studies,2005,42(5):1 003-1 029.
[19]Thompson,CJ,Rindfleisch,A,and Arsel,Z.Emotional branding andthe strategic value of the doppelganger brandi mage[J].Journal of Marketing,2006,70(1):50-64.
[20]Beverland,MB,Lindgreen,A,and Vink,M W.Projecting authenticity through advertising[J].Journal of Advertising,2008,37(1):5-15.
[2]Moscardo,G M,and Pearce,P L.Historic theme parks:An Australian experience in authenticity[J].Annals of Tourism Re-search,1986,13(3):467-479.
[3]Cohen,E.Authenticity and commoditizationin tourism[J].Annals of Tourism Research,1988,15(3):371-386.
[4]Chronis,A,and Hampton,R D.Consumingthe authentic Gettysburg:Howa tourist landscape becomes an authentic experience[J].Journal of Consumer Behaviour,2008,7(2):111-126.
[5]Wang,N.Rethinking authenticity in tourismexperience[J].Annals of Tourism Research,1999,26(2):349-370.
[6]Munoz,C L,Wood,N T,and Solomon,MR.Real or blarney?Across-cultural investigation of the perceived authenticity of I-rish pubs[J].Journal of Consumer Behaviour,2006,5(3):222-234.
[7]Belk,R W,and Costa,J A.The Mountain Man Myth:Acontemporary consuming fantasy[J].Journal of Consumer Research,1998,25(3):218-240.
[8]Penaloza,L.The commodification of the American West:Marketers’production of cultural meanings at the trade show[J].Jour-nal of Marketing,2000,64(4):82-109.
[9]Penaloza,L.Consuming the American West:Ani mating cultural meanings and memory at a stock showand rodeo[J].Journal ofConsumer Research,2001,28(3):369-398.
[10]Grayson,K,and Shul man,D.Indexicality and the verification function of irreplaceable possessions:A semiotic analysis[J].Journal of Consumer Research,2000,27(1):17-30.
[11]Kozinets,R V.Utopian enterprise:Articulating the meanings of Star Trek’s culture of consumption[J].Journal of ConsumerResearch,2001,28(1):67-88.
[12]Rose,R L,and Wood,S L.Paradox andthe consumption of authenticity through reality television[J].Journal of Consumer Re-search,2005,32(2):284-296.
[13]Leigh,T W,Peters,C,and Shelton,J.The consumer quest for authenticity:The multiplicity of meanings withinthe MGsub-culture of consumption[J].Journal of the Academy of Marketing Science,2006,34(4):481-493.
[14]Erdem,T,and Swait,J.Brand credibility,brand consideration,and choice[J].Journal of Consumer Research,2004,31(1):191-198.
[15]Holt,D B.Why do brands cause trouble?A dialectical theory of consumer culture and branding[J].Journal of Consumer Re-search,2002,29(1):70-90.
[16]Weinberger,D.Authenticity:Is it real or is it marketing[J].Harvard Business Review,2008,28(3):33-43.
[17]Fournier,S,and Lee,L.Getting brand communities right[J].Harvard Business Review,2009,87(4):105-111.
[18]Beverland,MB.Crafting brand authenticity:The case of luxury wines[J].Journal of Management Studies,2005,42(5):1 003-1 029.
[19]Thompson,CJ,Rindfleisch,A,and Arsel,Z.Emotional branding andthe strategic value of the doppelganger brandi mage[J].Journal of Marketing,2006,70(1):50-64.
[20]Beverland,MB,Lindgreen,A,and Vink,M W.Projecting authenticity through advertising[J].Journal of Advertising,2008,37(1):5-15.
引用本文
王新新, 刘伟. 试论市场营销中真实性问题研究的缘起、主要内容与未来方向[J]. 外国经济与管理, 2010, 32(7): 31–39.
导出参考文献，格式为：
