Dear Brand, Please Help me to Become a True-Man Out of the Truman: The Role of Brand Authenticity

Malär, Lucia; Morhart, Felicitas; Girardin, Florent; Guèvremont, Amélie; Grohmann, Bianca (3 June 2014). Dear Brand, Please Help me to Become a True-Man Out of the Truman: The Role of Brand Authenticity. In: 43rd EMAC Conference. Valencia, Spain. 03.-06.06.2014.

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Although brand authenticity is gaining increasing interest in academia and managerial practice, empirical studies on its contribution to the branding literature are still limited. The authors therefore conceptually and empirically examine the emergence and outcomes of perceived brand authenticity (PBA). A prior multi-phase scale development process resulted in a 17-item PBA scale to measure its four dimensions of credibility, integrity, symbolism, and longevity. Brand authenticity perceptions are influenced by indexical, existential, and iconic cues, whereby the latter’s influence is moderated by consumers’ level of marketing skepticism. Further, PBA increases emotional brand attachment. This relationship is particularly strong for consumers with a high level of self-authenticity. In addition, PBA effects are stronger in a North American market context compared to a European context.

Item Type:

Conference or Workshop Item (Paper)


03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Marketing

UniBE Contributor:

Malär, Lucia


600 Technology > 650 Management & public relations




Daniela Herzog

Date Deposited:

12 May 2015 10:17

Last Modified:

24 Aug 2015 09:30


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