Kristav, Per; Bäckström, Izabelle; Nordin, Axel; … - In: Journal of marketing and consumer behaviour in emerging … (2018) 2, pp. 46-65
A common assumption in product value literature is that authenticity is what contemporary consumers value the most. However, as this paper illustrates, the meaning of authenticity is unclear, and the term appears foreign to product development practitioners. The purpose of this paper is to...