The development and measurement of a brand authenticity scale

Sean P. Coary and James L. Oakley

Journal of Brand Strategy, 2018, vol. 7, issue 2, 183-196

Abstract: Modern consumers are on a quest for authenticity in the products they consume. A clear definition of the construct of brand authenticity and a precise means to measure it have yet to be developed, however. Recent research has offered the first quantitative scale for the measurement of brand authenticity. While this is clearly a step in the right direction, we propose a model for brand authenticity that is not dependent on perceptions of nostalgia and history — we argue that a brand does not have to be old or nostalgic to be authentic. Over three studies, we develop a brand authenticity scale and validate its dimensional structure, generalisability, convergent validity and reliability. Limitations and future directions for work on brand authenticity are discussed.

Keywords: brand; authenticity; scale; measurement; genuine (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2018:v:7:i:2:p:183-196

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