“…A recognition of the socially constructed nature of provenance is echoed in recent discussions of the cultural meaning and production of authenticity (Grazian 2003;Kirschenblatt-Gimblett 1998;Peñaloza 2000;Postrel 2003;Zukin 2009). Research in this vein has highlighted, on the one hand, the role of service workers and cultural producers in strategically embedding particular goods, services and practices within a framework of 'authenticity' in order to add economic value (Arnould and Price 1993;Beverland and Luxton 2005;Brown, Kozinets and Sherry 2003;Fine 2003;Johnston and Baumann 2007;Lewis and Bridger 2001;Peterson 2005Peterson , 1997; and, on the other, consumers' varied understandings of, desires for, and willingness to pay a premium for, 'authentic' products and services (Arvidsson 2005;Beverland 2006;Beverland, Lindgreen and Vink 2008;Holt 1998;Leigh, Peters and Shelton 2006;MacCannell 1989;Sassatelli and Scott 2001;Thompson and Tambyah 1999). Despite such research making clear that authenticity and provenance claims are far from transparent and should be treated as the outcomes of complex processes of cultural production and consumption, there remains a lack of grounded, empirical research on how such claims are strategically, materially produced by marketers and other cultural producers.…”