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Màster Universitari en Màrqueting (UPF Barcelona School of Management). Curs 2018-2019 Finalista en el Premi UPF Barcelona School of Management a "Millor Projecte per la seva contribució a la recerca" Mentor: Gert Cornelissen Authenticity is not a new concept, but it is becoming an increasingly important subject of study for marketers, psychologists, sociologists and the general public alike. It has been demonstrated its positive link with consumer value and wellbeing more than once, so this area of research is relevant to comprehend and use the authenticity construct to achieve better managerial performance, consumer-brand relationship and general consumer well-being. Many implications of commercialization nowadays seem to go against the classic authenticity definitions (meaningfulness, uniqueness, doing something for mere enjoyment and not for an external reward, etc.). Brand distrust is increasing, and consumers find content generated by brands inauthentic. The aim of this study is to test empirically the dynamics between authenticity, value and commercialization in the context of gift-giving. We start with a theoretical approach by proposing a theory as of why commercialization may reduce authenticity, according to current literature review. We suggest three frames that could explain the cause: loss of identityexpression, loss of uniqueness and lack of emotions from producers. An experimental approach follows to test if, in the context of gift-giving, there actually exists an effect in perceived authenticity and value if certain commercialization cues are manipulated, such as mass commercialization, longevity and commercial context (product being made by a person or by a company). We discover that the proposed commercialization cues indeed affect authenticity perceptions in gift-giving. Mass commercialization and longevity, concretely, also influence brand attitude, expected quality and willingness to pay. Commercialization context has the reverse effect in these items, and possible explanations for this phenomenon are proposed. We demonstrate that commercialization leads to a penalization in authenticity perceptions when receiving gifts and, in some cases, also in the perceived value of the product and in the attitude towards the brand.