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Authenticating by re-enchantment: The discursive making of craft production
Jönköping University.ORCID iD: 0000-0001-5447-3661
Stockholm University, Faculty of Social Sciences, School of Business, Marketing.ORCID iD: 0000-0001-5447-3661
2013 (English)In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 29, no 7-8, 882-911 p.Article in journal (Refereed) Published
Abstract [en]

This paper presents an analysis of the way brand authentication operates through discursive enchantment as a series of ongoing negotiations among different market actors. We suggest that one specific type of enchantment, the concept of craft production, has been given too sparse attention in conceptualisations of authenticity. Through a qualitative multi-method inquiry based into the guitar subculture and a brand genealogy of the pseudo-Swedish guitar brand Hagstrom, we show how the rationalising trajectories of modernity can not only have disenchanting effects, but can also be dis-authenticating. We illustrate how various marketplace participants collectively engage in brand re-enchantment processes that provide the springboard for re-authenticating rationalised production through five enchanting craft discourses: vocation, dedication, tradition, mystification, and association.

Place, publisher, year, edition, pages
2013. Vol. 29, no 7-8, 882-911 p.
Keyword [en]
consumer culture theory, authenticity, enchantment, retro brand, netnography, brand genealogy, craft production
National Category
Business Administration
Research subject
Business Administration
URN: urn:nbn:se:su:diva-96283DOI: 10.1080/0267257X.2012.732596OAI: diva2:665077
Available from: 2013-11-18 Created: 2013-11-18 Last updated: 2014-02-18Bibliographically approved

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