Abstract The postmodern consumer often finds authenticity in communities of consumption including those that are based around a focal brand. Two means through which authenticity can be achieved are an individual authenticating act or a collective authoritative performance. Using this dual lens, the contested nature of authenticity within subcultures is explored. Drawing on long, interpretive interviews with surfers, skaters, and snowboarders, it was found that the contested nature of authentic community membership is driven by different identity benefits, including flow and kinship. These two separate benefits lead members to engage different brand‐related cues when seeking an authentic brand partner. This paper advances the understanding of subcultural authenticity by identifying the diversity of identity goals sought from membership of consumption communities and by linking antecedents and outcomes of authenticity, and associated consumption behaviors. © 2010 Wiley Periodicals, Inc.
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