Authentic subcultural membership: antecedents and consequences of authenticating acts and authoritative performances

Michael B. Beverland, Francis Farrelly, Pascale G. Quester

Research output: Contribution to journalArticle

47 Citations (Scopus)

Abstract

The postmodern consumer often finds authenticity in communities of consumption including those that are based around a focal brand. Two means through which authenticity can be achieved are an individual authenticating act or a collective authoritative performance. Using this dual lens, the contested nature of authenticity within subcultures is explored. Drawing on long, interpretive interviews with surfers, skaters, and snowboarders, it was found that the contested nature of authentic community membership is driven by different identity benefits, including flow and kinship. These two separate benefits lead members to engage different brand-related cues when seeking an authentic brand partner. This paper advances the understanding of subcultural authenticity by identifying the diversity of identity goals sought from membership of consumption communities and by linking antecedents and outcomes of authenticity, and associated consumption behaviors.
Original languageEnglish
Pages (from-to)698-716
Number of pages19
JournalPsychology and Marketing
Volume27
Issue number7
Early online date10 Jun 2010
DOIs
Publication statusPublished - Jul 2010

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