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Seduced by "fakes": Producing the excessive interplay of authentic/counterfeit from a Baudrillardian perspective
Univ Helsinki, Ctr Consumer Soc Res, FIN-00014 Helsinki, Finland..
Univ Arkansas, Walton Coll, Mkt, Fayetteville, AR 72701 USA..
Karlstad Univ, Karlstad Business Sch, Business Adm, Karlstad, Sweden..
Aalto Univ, Sch Business, Business Adm Mkt, Helsinki, Finland..
(English)In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, 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 INC. article id UNSP 1470593119870214
Keywords [en]
Authenticity, Baudrillard, branding, counterfeit, luxury, seduction
Identifiers
URN: urn:nbn:se:kau:diva-74769DOI: 10.1177/1470593119870214ISI: 000482577700001OAI: oai:DiVA.org:kau-74769DiVA, id: diva2:1351687
Available from: 2019-09-16 Created: 2019-09-16 Last updated: 2019-09-16

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