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Authenticity in the Mirror of Consumer Memories, or Drinking Champagne in Russia

Authenticity in the Mirror of Consumer Memories, or Drinking Champagne in Russia

Maria Kniazeva, Steve Charters
Copyright: © 2014 |Pages: 16
ISBN13: 9781466662421|ISBN10: 1466662425|EISBN13: 9781466662438
DOI: 10.4018/978-1-4666-6242-1.ch007
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MLA

Kniazeva, Maria, and Steve Charters. "Authenticity in the Mirror of Consumer Memories, or Drinking Champagne in Russia." Brand Management in Emerging Markets: Theories and Practices, edited by Cheng Lu Wang and Jiaxun He, IGI Global, 2014, pp. 121-136. https://doi.org/10.4018/978-1-4666-6242-1.ch007

APA

Kniazeva, M. & Charters, S. (2014). Authenticity in the Mirror of Consumer Memories, or Drinking Champagne in Russia. In C. Wang & J. He (Eds.), Brand Management in Emerging Markets: Theories and Practices (pp. 121-136). IGI Global. https://doi.org/10.4018/978-1-4666-6242-1.ch007

Chicago

Kniazeva, Maria, and Steve Charters. "Authenticity in the Mirror of Consumer Memories, or Drinking Champagne in Russia." In Brand Management in Emerging Markets: Theories and Practices, edited by Cheng Lu Wang and Jiaxun He, 121-136. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6242-1.ch007

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Abstract

By bringing together a product with a rich cultural history—champagne—and consumers of sparkling wine in Russia, the authors aim to advance the understanding of authenticity. The research objective is to use autobiographical histories to explore how consumers' memories shape their perception of product authenticity. Ten in-depth interviews collected in Russia inform the study. The findings suggest that the generally accepted view of authenticity—that it relates to a positive engagement with the attributes of products and services—is limited. The authors show that a product such as champagne interacts regularly with the drinkers' life stages and with key emotional events. When a product interweaves consumers' personal histories and the history of their nation, that product has the potential to achieve authentic power – regardless of its quality.

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