Can Heritage Be Artificial? A Qualitative Study of Consumer Perceptions of Luxury Heritage Storytelling in Relation to Generative AI
(2026) BUSN39 20261Department of Business Administration
- Abstract (Swedish)
- Purpose: The purpose of this study is to explore how consumers discuss the use of Generative AI in luxury heritage storytelling, and how such use influences perceptions of brand authenticity of luxury heritage brands.
Research Question: How do consumers discuss luxury heritage storytelling in relation to Generative AI?
Theoretical Framework: The theoretical framework used is Beverland’s (2006) Six
Attributes of Authenticity
Methodology: This study adopts a qualitative research approach, using focus group discussions. In total, three focus groups consisting of 15 participants aged between 18 and 30 were held. After transcription, the empirical data were analyzed using a thematic analysis, in line with Braun and Clarke (2006).
... (More) - Purpose: The purpose of this study is to explore how consumers discuss the use of Generative AI in luxury heritage storytelling, and how such use influences perceptions of brand authenticity of luxury heritage brands.
Research Question: How do consumers discuss luxury heritage storytelling in relation to Generative AI?
Theoretical Framework: The theoretical framework used is Beverland’s (2006) Six
Attributes of Authenticity
Methodology: This study adopts a qualitative research approach, using focus group discussions. In total, three focus groups consisting of 15 participants aged between 18 and 30 were held. After transcription, the empirical data were analyzed using a thematic analysis, in line with Braun and Clarke (2006).
Findings/Conclusion: The findings identified three overarching themes showing the relationship between GAI and luxury heritage storytelling: (1) Expectations of Luxury Heritage Watch Brands, (2) Destabilizer of Perceived Historical Truth, and (3) Conditional Acceptance. The findings suggest that consumers evaluated GAI through what it signaled about the brand, rather than only through the content it produced. GAI seemed to weaken authenticity when it made the brand appear less sincere, less historically grounded, or less committed to high effort. However, GAI appeared to be acceptable when it supported an existing real foundation and remained transparent, rather than replacing the elements that made the heritage story feel authentic. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/student-papers/record/9246652
- author
- Syrén, Josephine LU and Kristiansen, Elin Boberg LU
- supervisor
- organization
- course
- BUSN39 20261
- year
- 2026
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Luxury Heritage Brands, Luxury Heritage Storytelling, Generative AI, Authenticity
- language
- English
- id
- 9246652
- date added to LUP
- 2026-07-21 09:24:03
- date last changed
- 2026-07-21 09:24:03
@misc{9246652,
abstract = {{Purpose: The purpose of this study is to explore how consumers discuss the use of Generative AI in luxury heritage storytelling, and how such use influences perceptions of brand authenticity of luxury heritage brands.
Research Question: How do consumers discuss luxury heritage storytelling in relation to Generative AI?
Theoretical Framework: The theoretical framework used is Beverland’s (2006) Six
Attributes of Authenticity
Methodology: This study adopts a qualitative research approach, using focus group discussions. In total, three focus groups consisting of 15 participants aged between 18 and 30 were held. After transcription, the empirical data were analyzed using a thematic analysis, in line with Braun and Clarke (2006).
Findings/Conclusion: The findings identified three overarching themes showing the relationship between GAI and luxury heritage storytelling: (1) Expectations of Luxury Heritage Watch Brands, (2) Destabilizer of Perceived Historical Truth, and (3) Conditional Acceptance. The findings suggest that consumers evaluated GAI through what it signaled about the brand, rather than only through the content it produced. GAI seemed to weaken authenticity when it made the brand appear less sincere, less historically grounded, or less committed to high effort. However, GAI appeared to be acceptable when it supported an existing real foundation and remained transparent, rather than replacing the elements that made the heritage story feel authentic.}},
author = {{Syrén, Josephine and Kristiansen, Elin Boberg}},
language = {{eng}},
note = {{Student Paper}},
title = {{Can Heritage Be Artificial? A Qualitative Study of Consumer Perceptions of Luxury Heritage Storytelling in Relation to Generative AI}},
year = {{2026}},
}