PERSONALIZATION, BRAND STORYTELLING, AND PERCEIVED AUTHENTICITY IN COLLECTIVIST MARKETS: A CONCEPTUAL REVIEW
Keywords:
personalization, brand storytelling, brand authenticity, collectivismAbstract
Personalization and brand storytelling have long been recognized as effective marketing strategies for building consumer relationships. However, how these two strategies interact with perceived brand authenticity in collectivist-oriented markets remains inadequately understood. This review aims to integrate fragmented literature on personalization, brand storytelling, and perceived authenticity within collectivist cultural contexts. Through systematic searches across three databases (Google Scholar, Scopus, and ScienceDirect), 742 raw entries were obtained. After deduplication based on DOI and title, 330 unique articles remained. Screening based on inclusion and exclusion criteria yielded 54 articles for in-depth analysis. Findings reveal that existing literature is divided into three main clusters: (1) brand storytelling and authenticity, (2) personalization and authenticity, and (3) authenticity in collectivist cultural contexts. A significant gap was identified: no single article simultaneously examined personalization, brand storytelling, and authenticity in collectivist contexts. This review proposes an integrative conceptual framework that considers collectivist cultural dimensions as a key moderator. Theoretical and practical implications are discussed.
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