Brand authenticity: Towards a deeper understanding of its conceptualization and measurement

Manfred Bruhn, Verena Schoenmüller, Daniela Schäfer, Daniel Heinrich

Producció científica: Article en revista indexadaArticleAvaluat per experts

167 Cites (Scopus)


In times of increasing uncertainty, authenticity is an essential human aspiration, making it a key issue in contemporary marketing and a major factor for brand success. By conducting a literature review and several studies with different consumers and brands, we develop a scale for measuring the strength of consumers' perceived brand authenticity, where authenticity is analyzed as consisting of four dimensions identified as continuity, originality, reliability, and naturalness. We also demonstrate the discriminant validity of brand authenticity with regard to related marketing constructs such as brand involvement, brand image, and brand satisfaction. Finally, we conclude our paper by discussing the implications for marketing practice and by offering stimuli for further research.

Idioma originalAnglès
Pàgines (de-a)567-576
Nombre de pàgines10
RevistaAdvances in Consumer Research
Estat de la publicacióPublicada - 2012
Publicat externament


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