The purpose of this research is to assess the relationship between perceived authenticity and perceived value. “Generational concerts” - built on memories - seem particularly suited to study this relationship. After a literature review of four central constructs (authenticity, value, nostalgia and generation) and four pilot studies, 404 persons - having attended such concerts - were questioned. The statistical analysis of their answers clearly shows that perceived authenticity (through its projection and singularity dimensions) does impact on the perceived value (through its hedonic and social link dimensions). This is the core contribution of this research. The mediating role of perceived value, as well as the moderating role of nostalgia proneness, are assessed. Finally, limits, alternative research perspectives, managerial implications and transferability issues are discussed.
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