The demand for authenticity has been growing in the contemporary world and in consumers´ lives (Fine, 2003; Grayson & Martinec, 2004). According to Grayson and Martinec (2014), the quest for authenticity has existed for many years. However, today it is reflected in the purchase of several market offerings. In a time of intense competition, it is difficult for companies to differentiate their products (goods or services) and authenticity can, indeed, act as an important element of differentiation (Gilmore & Pine, 2007). Despite the relevance of the term, research about authenticity has been very fragmented and different definitions can be found in the literature (Beverland & Farrelly, 2010; Grayson & Martinec, 2004). In any case, some level of agreement can be identified as authenticity is many times associated with being genuine, real and/or true (Beverland & Farrelly, 2010). When the concept is applied to objects like, for instance, brands, the notion of brand authenticity emerges (Fritz, Schoenmueller, & Bruhn, 2017).

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Brand authenticity,Customer experience,Hospitality