摘要：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 measuredKeywords: relationship marketing, authenticity, trust, integrity, process
关键词：Keywords: relationship marketing, authenticity, trust, integrity, process
