Brand Authenticity: An Integrative Framework and Measurement Scale

Morhart, Felicitas; Malär, Lucia; Girardin, Florent; Guèvremont, Amélie; Grohmann, Bianca (26 February 2015). Brand Authenticity: An Integrative Framework and Measurement Scale. In: The 2015 SCP Winter Conference.. Phoenix. 26.-28.02.2015.

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This article develops an integrative framework of the concept of perceived brand authenticity (PBA) and sheds light on PBA’s (1) measurement, (2) drivers, (3) consequences, as well as (4) an underlying process of its effects and (5) boundary conditions. A multi-phase scale development process resulted in a 15-item PBA scale to measure its four dimensions of credibility, integrity, symbolism, and continuity. PBA is influenced by indexical, existential, and iconic cues, whereby the latter’s influence is moderated by consumers’ level of marketing skepticism. Results also suggest that PBA drives brand choice likelihood through self-congruence for consumers high in self-authenticity.

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:

19 May 2015 14:15

Last Modified:

08 Sep 2015 18:41


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