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Abstract In recent years, themed Irish pubs have grown in popularity. Marketers often strive to create the perception of authenticity when creating these themed environments. This study seeks to understand the importance of authenticity, tangible and intangible elements that constitute authenticity, and consumers' ability to delineate the ‘real’ from simulacra. We employed an online cross‐cultural methodology that compared perceptions of Irish pubs among respondents in Australia, Ireland, and the United States. The results of this study support our contention that perceived authenticity is a construct that is dependent on both marketers and consumers. Findings revealed, among other things, that the role of patrons and employees was deemed an equal, if not more important, atmospheric component than tangible interior design elements in the creation of a ‘true’ Irish pub experience. Marketing and research implications of this study are provided. Copyright © 2006 John Wiley & Sons, Ltd.
Muñoz et al. (Mon,) studied this question.