Seduced by "fakes" : Producing the excessive interplay of authentic/counterfeit from a Baudrillardian perspective

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Hietanen , J , Murray , J B , Sihvonen , A & Tikkanen , H 2020 , ' Seduced by "fakes" : Producing the excessive interplay of authentic/counterfeit from a Baudrillardian perspective ' , Marketing Theory , vol. 20 , no. 1 , pp. 23-43 . https://doi.org/10.1177/1470593119870214

Title: Seduced by "fakes" : Producing the excessive interplay of authentic/counterfeit from a Baudrillardian perspective
Author: Hietanen, Joel; Murray, Jeff B.; Sihvonen, Antti; Tikkanen, Henrikki
Other contributor: University of Helsinki, Centre for Consumer Society Research
Date: 2020-03
Language: eng
Number of pages: 21
Belongs to series: Marketing Theory
ISSN: 1470-5931
DOI: https://doi.org/10.1177/1470593119870214
URI: http://hdl.handle.net/10138/325698
Abstract: 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.
Subject: Authenticity
Baudrillard
branding
counterfeit
luxury
seduction
INTELLECTUAL PROPERTY
COMMODITY FETISHISM
CONSUMER CULTURE
LUXURY BRANDS
AUTHENTICITY
CONSUMPTION
STRATEGY
IDENTITY
PARADOX
OBJECTS
512 Business and Management
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