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Seduced by "fakes": Producing the excessive interplay of authentic/counterfeit from a Baudrillardian perspective
University of Helsinki, Finland.
University of Arkansas, USA.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
Aalto University School of Business, Finland.
2020 (English)In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 20, no 1, p. 23-43, article id UNSP 1470593119870214Article in journal (Refereed) Published
Abstract [en]

Authenticity has often been considered to be a key theme in contemporary consumer culture. One of its manifestations is how branded market offerings can maintain authentic meanings, especially in a market increasingly saturated with counterfeit substitutes. By following a Baudrillardian perspective, we focus on fashion objects in the "branded luxury" category to problematize the sanctity of the authentic/counterfeit distinction. We argue that marketing literature generally attempts to normatively maintain and impose the distinction in ways that obscure the complexities of this conceptual interplay. We posit that instead of normative accounts that attempt to sanctify the extant orders of global capitalist markets, literature on luxury consumption should instead recognize the excess of meaning in the semiotic interplay of commodified authentic/counterfeit meanings. Any view of morality in luxury consumption should thus recognize "ambivalence" and "seduction" as its intensive qualities.

Place, publisher, year, edition, pages
Sage Publications, 2020. Vol. 20, no 1, p. 23-43, article id UNSP 1470593119870214
Keywords [en]
Authenticity, Baudrillard, branding, counterfeit, luxury, seduction
National Category
Economics and Business
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-74769DOI: 10.1177/1470593119870214ISI: 000482577700001Scopus ID: 2-s2.0-85071421326OAI: oai:DiVA.org:kau-74769DiVA, id: diva2:1351687
Available from: 2019-09-16 Created: 2019-09-16 Last updated: 2020-03-31Bibliographically approved

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Sihvonen, Antti

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CiteExportLink to record
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Citation style
  • apa
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  • Other style
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  • de-DE
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  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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Output format
  • html
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  • asciidoc
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