Commercial success in craft-based industries requires projecting authentic identities but direct claims of authenticity can backfire and raise suspicions of pecuniary motivation, an antithesis to authenticity. Managing authentic identities is thus central to the success of craft-based ventures. We argue that organizations can shape their audience's perceptions of authenticity and appeal by tacitly and indirectly conveying a resonant identity meaning with visibility and credibility. Our empirical analysis, set in the US craft beer industry, reveals strong support for the idea that craft ventures can raise authenticity and appeal through managing the content/meaning, visibility, and credibility of their identity claims. We discuss the implications of our theory and findings for the role of organizations in the social construction of authenticity and appeal.

中文翻译：

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组织真实性：手工企业如何管理真实身份和受众吸引力

手工艺行业的商业成功需要展现真实的身份，但直接声称真实性可能会适得其反，并引发对金钱动机的怀疑，这是与真实性相反的。因此，管理真实身份对于手工艺企业的成功至关重要。我们认为，组织可以通过以可见性和可信度默示和间接地传达引起共鸣的身份意义，从而塑造受众对真实性和吸引力的看法。我们以美国精酿啤酒行业为背景的实证分析表明，精酿企业可以通过管理其身份主张的内容/含义、可见性和可信度来提高真实性和吸引力，这一观点得到了强有力的支持。我们讨论了我们的理论和研究结果对组织在真实性和吸引力的社会建构中的作用的影响。