Abstract Twenty‐five productive years have passed since the late Barbara Stern called for marketing scholars to take topic of brand authenticity into consideration. Brand is now believed be a core asset in mainstream marketing, yet confusion surrounds nature and usage term. Using Antecedents, Decisions Outcomes format initially developed by Justin Paul Gabriel Benito as an organizing framework, this article seeks consolidate area thought characterized multiplicity excess disparate meanings....

Disability is one of the largest minority groups, with a spending power approximately £273bn every year. Consequently, many advertisers are now weaving people disabilities into brand narratives. These narratives often evoke feelings pity or portray as inspiring, solely in part on basis their disability. Meanwhile, social media has emerged vessel for change. Through netnographic study twelve influencers visible impairments, complex personhood proposed ontology by which disabled lives...

The scientific tradition in marketing research has alienated practitioners from academics. As a counterpoint, we argue that theory the humanities, especially theatre and drama studies, can provide meaningful insights into consumer culture. Inspired by Theatre of Absurd, develop four absurd prompts present culture: menace, aphasia, parody, frustration. Taken together, these amount to an condition, hall mirrors, which consumers inevitably find themselves. While market promises different ways...

Representation is key in the politics of mass-mediated consumer society. Although previous research has noted that representation advertising generates greater societal visibility for people with disabilities, focus largely been on negative unintended consequences from a psychological or socio-cultural perspective. The purpose this study to explore complexities involved making collective psyche related disability, pointing instead how psychic and social are mutually constitutive. By focusing...

Consumer understanding of the past often revolves around myths or sanitized versions history. Consumers resort to these fantasies connect with values they feel are lost in modern life. Interpreted, however, such imaginations may also invoke moral dilemmas. Findings from interviews conducted on-site at a Viking-themed restaurant indicate that this is case Viking myth, which has been misappropriated by white supremacists. Using Derrida's concept "hauntology" as theoretical lens, findings...

Purpose Authenticity has emerged as a prevailing purchase criterion that seems to include both real and stylised versions of the truth. The purpose this paper is address negotiation authenticity by examining means which costume designers draw on cues such historical correctness imagination authenticate re-enactments epochs in cinematic artwork. Design/methodology/approach To understand analyse how different were re-enacted required interviewing who have brought reimagined into being....

Purpose The twofold aim of this theory-building article is to raise questions about the ability queer cinema transform market culture and ideologies around gender sexuality. First, authors examine how very capitalization signifiers may compromise dominant order from within. Second, address brands possibly can draw on these project authenticity. Design/methodology/approach Through visual methods film criticism semiotic analysis three films (Moonlight, Call Me By Your Name Portrait a Lady...