Cette recherche analyse les façons dont les consommateurs légitiment leur affiliation ethnique régionale. L'analyse de 29 introspections met en avant les moyens utilisés par les individus, notamment à travers la consommation, pour légitimer leur affiliation ethnique et l'authenticité de cette affiliation. Plus spécifiquement, (1) nous montrons comment les individus détournent et inventent de nouvelles sources de légitimité ethnique, (2) nous mettons en avant le rôle des archétypes dans la perception de l'authenticité ethnique et (3) nous étudions les dissonances liées à l'authenticité ethnique (artificialité et ambivalence). Ces résultats enrichissent les recherches sur l'ethnicité réflexive en introduisant les processus d'auto-légitimation et en montrant comment les individus, à travers leur consommation d'archétypes, font évoluer les constructions collectives sur lesquelles s'appuie l'ethnicité. Ils permettent également de proposer des recommandations sur les processus de légitimation des marques régionales.
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