Authenticity in material culture, consumption and branding
V Gannon, A Prothero - Cultures of authenticity, 2022 - emerald.com
Cultures of authenticity, 2022•emerald.com
Discussion around authenticity has grown in marketing and consumption discourse in the
last two decades. Consumers are viewed as seeking authenticity, and brands have
responded to this. This chapter identifies three foundational categories of authenticity:
personal, expressive and material. The main elements of each category are outlined. Key
tensions are identified between authenticity as experienced by consumers and authenticity
as leveraged for instrumental purposes by the marketplace.
last two decades. Consumers are viewed as seeking authenticity, and brands have
responded to this. This chapter identifies three foundational categories of authenticity:
personal, expressive and material. The main elements of each category are outlined. Key
tensions are identified between authenticity as experienced by consumers and authenticity
as leveraged for instrumental purposes by the marketplace.
Abstract
Discussion around authenticity has grown in marketing and consumption discourse in the last two decades. Consumers are viewed as seeking authenticity, and brands have responded to this. This chapter identifies three foundational categories of authenticity: personal, expressive and material. The main elements of each category are outlined. Key tensions are identified between authenticity as experienced by consumers and authenticity as leveraged for instrumental purposes by the marketplace.
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