From Art to Marketing: The Relevance of Authenticity to Contemporary Consumer Culture

Contents
List of Tables
1 Authenticity: A Polemical Concept
	1.1 Introduction
	1.2 What Is Authenticity?
	1.3 Etymologies of “Authenticity”
	1.4 The Historical Development of the Concept of Authenticity
	1.5 Authenticity Now
	1.6 Conclusions
	References
2 The Concept of Authenticity in the Broader Literature
	2.1 Introduction
	2.2 Art and Authenticity
	2.3 The Concept of Authenticity in Philosophy
		2.3.1 Authenticity in Greek Philosophy
		2.3.2 Authenticity in the Modern Philosophy
		2.3.3 The Concept of Authenticity in Existentialist Philosophy
	2.4 Authenticity in Sociology
		2.4.1 The Institutional Theory Perspective
	2.5 Authenticity in Psychology
	2.6 Conclusions
	References
3 Authenticity in Marketing: Reality or Oxymoron?
	3.1 Introduction
	3.2 Conceptualizations of Authenticity in the Marketing and Tourism Literature
		3.2.1 Authenticity as an Intrinsic Attribute of Objects: The Modernist/Objectivist Perspective
		3.2.2 Authenticity as a Subjective Perception: The Constructivist, Postmodernist, and Existentialist Perspectives
		3.2.3 Negotiated Approaches to Authenticity
	3.3 Conceptualizations of Authenticity in the Marketing Literature
	3.4 Definitions of Authenticity in the Marketing Literature
	3.5 Classifications of Authenticity
	3.6 Conclusions
	References
4 Building Authenticity: The Managerial Perspective
	4.1 Introduction
	4.2 Authenticity in Branding
	4.3 Authenticity in Advertising
	4.4 Authenticity in Public Relations and Communication Studies
	4.5 Authenticity in Tourism
	4.6 The Manager Perspective: A Qualitative Study
	4.7 Methodology
	4.8 Results
		4.8.1 Aura
		4.8.2 Back to the Origins (Arcadia)
		4.8.3 Antinomy
		4.8.4 Allegory
	4.9 Managerial Implications
	4.10 Conclusions
	References
5 Authenticity: Is It Really What Consumers Want?
	5.1 Introduction
	5.2 Authenticity in Consumer Culture
	5.3 Consumer Perceptions of Authenticity in Adventures
	5.4 Authenticity in Communication
	5.5 Consumer Perceptions of Authenticity in Tourism
	5.6 The Measurement of Consumer Perceived Authenticity
	5.7 How Do Consumers Define Authenticity? A Study on Consumers
	5.8 Conclusion
	References
6 The Study of Authenticity: Implications and Future Research
	6.1 Introduction
	6.2 Conceptual Gaps in Marketing Literature on Authenticity
		6.2.1 Issue #1: Prevalence of a Modernist Conceptualization of Authenticity
		6.2.2 Issue #2: Absence of a Generalizable Definition of Authenticity
		6.2.3 Issue #3: Predominance of a Taxonomic Approach to the Concept of Authenticity
		6.2.4 Issue #4: Partial Inclusion of the Dimensions of Authenticity Identified in the Broader Literature
			6.2.4.1 A New Meaning of Uniqueness
			6.2.4.2 The Language of Authenticity is Implicit and Symbolic
			6.2.4.3 Authenticity is Social, Narrative, and Moral
			6.2.4.4 Authenticity Consists of the Elimination of Mediations
		6.2.5 Issue #5: Marketing Research Does not Address the Active and Co-Creative Role of the Consumer in Constructing Authenticity
		6.2.6 Issue #6: Marketing Research Adopted an Institutional Perspective on Authenticity
		6.2.7 Issue #7: Marketing Research Does not Address the Experiential Nature of Authenticity
	6.3 Methodological Issues
		6.3.1 Issue #1: Research Methodologies to Study Authenticity Are Mainly Modernist
		6.3.2 Issue #2: Authenticity is Studied in Very Specific Contexts of Analysis
		6.3.3 Issues #3: Lack of an Operational Definition of Authenticity
		6.3.4 Issue #4: The Study of Relationships Among Factors of Authenticity is Scant
		6.3.5 Issue #5: Soundness of the Measures
	6.4 Recommendations for Future Research
	6.5 Conclusions
	References
Index