TY  - JOUR
AB  - Purpose The purpose of this paper is to explore the relationship between innovation and authenticity by developing a conceptual framework that illuminates the key constructs.Design/methodology/approach The paper adopts a common perspective – the customer – for both innovation and authenticity. A conceptual framework identifying the roles of centrality and distinctiveness in the innovation–authenticity relationship is developed and justified based upon prior research regarding brand extensions and authenticity.Findings The innovation–authenticity relationship can be visualized and managed using two constructs: centrality and distinctiveness. Centrality is proposed to have a positive relationship, whereas distinctiveness is proposed to have a non-linear (inverted-U) relationship.Originality/value The paper contributes a new conceptualization of the innovation–authenticity–loyalty relationship. It applies C–D Mapping in a completely new way to provide managerially relevant visualization of customers’ perceptions of a new innovation vis-à-vis the parent brand to guide strategic decision making. The paper also suggests areas for further research to improve our understanding of successful innovation–authenticity alignment.
VL  - 30
IS  - 3
SN  - 1757-5818
DO  - 10.1108/JOSM-12-2018-0383
UR  - https://doi.org/10.1108/JOSM-12-2018-0383
AU  - Keiningham Timothy Lee
AU  - He Zeya
AU  - Hillebrand Bas
AU  - Jang Jichul
AU  - Suess Courtney
AU  - Wu Laurie
PY  - 2019
Y1  - 2019/01/01
TI  - Creating innovation that drives authenticity
T2  - Journal of Service Management
PB  - Emerald Publishing Limited
SP  - 369
EP  - 391
Y2  - 2024/05/05
ER  -