The Commodification of the American West: Marketers’ Production of Cultural Meanings at the Trade Show

By L. Peñaloza. 2000

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Measuring Consumer-Based Brand Authenticity (2014, background): “Brands with a sense of history and connection with traditional cultures, customs, regions and beliefs acquire a distinctive identity and nostalgic aura that adds to its authenticity (Brown et al., 2003; Chhabra, Healy, & Sills, 2003; Penaloza, 2000; Postrel, 2003).”
Brand authentication: creating and maintaining brand auras (2009, background): “Whether it is the consideration of the commodification of the American West at stock shows and rodeos (Peňaloza, 2000), the semiotic consideration of indexical and iconic authenticity at tourist attractions (Grayson and Martinec, 2004), the consideration of Scottish goods sold to tourists in retail ”
Projecting Authenticity Through Advertising: Consumer Judgments of Advertisers' Claims (2008, background): “…although firms are increasingly turning to brand histories and historical associations as sources of market value (Grayson and Martinec 2004; Peňaloza 2000) and “a cultural marker of legitimacy and authenticity” (Brown, Kozinets, and Sherry 2003, p. 19), little is known about how firms…”
Collaborative Market Driving: How Peer Firms Can Develop Markets Through Collective Action (2020, background): “In the leading conference run by the national trade association, craft brewers from many places engage in the usual activities of business conventions, such as visiting a trade show (Peñaloza 2000).”