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Journal of the Academy of Marketing Science
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The Consumer Quest for Authenticity: The Multiplicity of Meanings Within the MG Subculture of Consumption

Thomas W. Leigh

University of Georgia

Cara Peters

Winthrop University

Jeremy Shelton

Lamar University

Authenticity in the consumption context is an important topic within the marketing literature. This article explores authenticity's multiplicity of meanings within the MG brand subculture of consumption. An ethnographic approach guided data collection, which included participant observation, photo and document reviews, informal conversations, and formal, in-depth interviews with 58 MG owners. The data show that MG owners gain a sense of authenticity in the consumption context via the object and its ownership, consumer experiences, and identity construction and confirmation. As an object, an MG is authentic if it broaches an ideal standard and preserves the brand heritage. An MG experience is authentic when an owner interacts with the car through driving and self-work activities. Finally, an MG owner authenticates his or her identity through role performance and communal commitment. Implications are discussed in light of brand management.

Key Words: brand authenticity • consumer subcultures • subcultural capital • brand heritage • existential authenticity • brand community

Journal of the Academy of Marketing Science, Vol. 34, No. 4, 481-493 (2006)
DOI: 10.1177/0092070306288403
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