The consumer quest for authenticity: The multiplicity of meanings within the MG subculture of consumption

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, which included participant observation, photo and document reviews, informal conversations, and formal, in-depth interviews with 58 MG owners. The data show that MG owners gain a sense of authenticity in the consumption context via the object and its ownership, consumer experiences, and identity construction and confirmation. As an object, an MG is authentic if it broaches an ideal standard and preserves the brand heritage. An MG experience is authentic when an owner interacts with the car through driving and self-work activities. Finally, an MG owner authenticates his or her identity through role performance and communal commitment. Implications are discussed in light of brand management. Thomas W. Leigh (tleigh@terry.uga.edu) holds the Emily H. and Charles M. Tanner, Jr. Chair of Sales Management at the University of Georgia. He earned his DBA in marketing at Indiana University and an MBA and BS (economics) from Southern Illinois University. He is a past president of the American Marketing Association (AMA) Academic Council, has served on the AMA Board Finance Committee, and is a charter member of the AMA Foundation Leadership Circle. He served as chairman of the East Georgia Chapter of the American Red Cross from 1992 to 1993. His research has appeared in a variety of journals, includingJournal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Applied Psychology, Journal of Advertising, Journal of Advertising Research, Planning Review, Journal of Purchasing and Materials Management, Journal of Personal Selling and Sales Management, Journal of Academy of Marketing Science, andExpert Systems and Applications. He has served on the editorial boards ofJournal of Marketing, Journal of the Academy of Marketing Science, andJournal of Personal Selling and Sales Management. Cara Peters (petersc@winthrop.edu) is an assistant professor of marketing at Winthrop University in Rock Hill, South Carolina. She holds a BA in management from Luther College and an MBA and a PhD in business administration from the University of Nebraska. She has published in numerous conference proceedings and peer-reviewed journals, including theJournal of Consumer Psychology; Consumption, Markets, and Culture; and {jtJournal of Academy of Marketing Science}. Jeremy Shelton (sheltonious@yahoo.com) is an assistant professor of psychology at Lamar University. He holds a PhD from the University of Georgia. His research interests lie in consumer identity and brand extensions. He has published inConsumption, Markets, and Culture, among other outlets.