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

Manfred Bruhn, Verena Schoenmüller, Daniela Schäfer, Daniel Heinrich

Producción científica: Artículo en revista indizadaArtículorevisión exhaustiva

171 Citas (Scopus)

Resumen

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 originalInglés
Páginas (desde-hasta)567-576
Número de páginas10
PublicaciónAdvances in Consumer Research
Volumen40
EstadoPublicada - 2012
Publicado de forma externa

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