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.

Keywords

Branding, Brands, Commodities, Consumers, Consumption, Marketing

Publication Date

2022-11-21

Publication Title

Cultures of Authenticity

Publisher

Emerald Group Publishing Ltd.

ISBN

9781801179379, 9781801179362

First Page

79

Last Page

86

Deposit Date

2026-07-08

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