Brand Authenticity: Towards a Deeper Understanding of its Conceptualization and Measurement

Advances in Consumer Research, Vol. 40, 2012

10 Pages Posted: 28 Feb 2014

See all articles by Manfred Bruhn

Manfred Bruhn

University of Basel

Verena Schoenmüller

University of Basel

Daniela Schäfer

University of Basel

Daniel Heinrich

Technische Universität Braunschweig

Date Written: October 4, 2012

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.

Keywords: brand authenticity, scale development, construct measurement

Suggested Citation

Bruhn, Manfred and Schoenmüller, Verena and Schäfer, Daniela and Heinrich, Daniel, Brand Authenticity: Towards a Deeper Understanding of its Conceptualization and Measurement (October 4, 2012). Advances in Consumer Research, Vol. 40, 2012, Available at SSRN: https://ssrn.com/abstract=2402187

Manfred Bruhn (Contact Author)

University of Basel ( email )

Petersplatz 1
Basel, CH-4003
Switzerland

Verena Schoenmüller

University of Basel ( email )

Petersplatz 1
Basel, CH-4003
Switzerland

Daniela Schäfer

University of Basel ( email )

Petersplatz 1
Basel, CH-4003
Switzerland

Daniel Heinrich

Technische Universität Braunschweig ( email )

Schleinitzstraße 23a
Braunschweig, 38106
Germany

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