Seduced by “fakes”: Producing the excessive interplay of authentic/counterfeit from a Baudrillardian perspective

Joel Hietanen, Jeff B. Murray, Antti Sihvonen, Henrikki Tikkanen

Research output: Contribution to journalArticleScientificpeer-review

6 Citations (Scopus)


Authenticity has often been considered to be a key theme in contemporary consumer culture. One of its manifestations is how branded market offerings can maintain authentic meanings, especially in a market increasingly saturated with counterfeit substitutes. By following a Baudrillardian perspective, we focus on fashion objects in the ?branded luxury? category to problematize the sanctity of the authentic/counterfeit distinction. We argue that marketing literature generally attempts to normatively maintain and impose the distinction in ways that obscure the complexities of this conceptual interplay. We posit that instead of normative accounts that attempt to sanctify the extant orders of global capitalist markets, literature on luxury consumption should instead recognize the excess of meaning in the semiotic interplay of commodified authentic/counterfeit meanings. Any view of morality in luxury consumption should thus recognize ?ambivalence? and ?seduction? as its intensive qualities.
Original languageEnglish
Article number1470593119870214
Pages (from-to)23-43
Number of pages21
JournalMarketing Theory
Issue number1
Early online date2019
Publication statusPublished - 1 Mar 2020
MoE publication typeA1 Journal article-refereed


  • Authenticity
  • Baudrillard
  • branding
  • counterfeit
  • luxury
  • seduction


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