Perceived Authenticity

Abstract

Authenticity is regarded as an important, even self-evident, feature of luxury brands. However, authenticity in the luxury literature is generally defined in terms of objective authenticity, contrasted with its counterpart, inauthenticity. This chapter challenges the current understanding of authenticity as merely a company- or authority-driven, objective attribute, and instead explores perceived authenticity. Turunen suggests that perceived authenticity is a construct negotiated and interpreted by the consumer, generated through personal experiences and interpreted within the social context. In this sense, perceived authenticity is a social construct rather than an objectively defined reality. This chapter highlights how subjective interpretations of authenticity contribute to the perceived luxuriousness of a brand.