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

Manfred Bruhn, Verena Schoenmüller, Daniela Schäfer, Daniel Heinrich

Research output: Indexed journal article Articlepeer-review

171 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)567-576
Number of pages10
JournalAdvances in Consumer Research
Volume40
Publication statusPublished - 2012
Externally publishedYes

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