The Consumer Quest for Authenticity: The Multiplicity of Meanings Within the MG Subculture of Consumption
Journal of the Academy of Marketing Science
Published online on October 01, 2006
Abstract
Journal of the Academy of Marketing Science, Volume 34, Issue 4, Page 481-493, October 2006.
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, ...
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, ...