AMTP Proceedings 2026
Document Type
Conference Proceeding
Publication Date
Spring 2026
Abstract
As brands navigate increasingly diverse consumer markets, cultural authenticity has become essential for building trust and relevance. Yet marketing scholarship lacks a clear framework for understanding cultural credibility as distinct from traditional notions of source or brand credibility. This study addresses that gap by examining how consumers conceptualize and evaluate cultural credibility in brand campaigns and collaborations. Drawing on theories of authenticity, cultural identity, and persuasion, the research positions cultural credibility as a socially constructed judgment shaped by perceived authenticity, shared values, and relational alignment. Using semi‑structured interviews and focus groups with multicultural consumers, the study employs thematic analysis to identify cues that signal cultural appreciation versus appropriation or exploitation. Findings aim to establish a working definition of cultural credibility and offer practical guidance for ethical, culturally informed branding. By integrating credibility theory with cultural identity and appropriation discourse, this research advances understanding of how brands can foster meaningful, respectful connections with multicultural audiences.
Recommended Citation
Reyes, Santiago; Noli, Alessandra; Johns, Ashley; Trandle, Hannah; and Falcao, Leticia, "Defining Cultural Credibility: Perceptions of Authenticity, Representation, and Appropriation in Brand Campaigns" (2026). AMTP Proceedings 2026. 58.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2026/58
