Brand Authenticity: an Integrative Framework

Girardin, Florent; Guèvremont, Amélie; Morhart, Felicitas; Malär, Lucia; Grohmann, Bianca (February 2013). Brand Authenticity: an Integrative Framework. In: AMA Winter Educators' Conference. Las Vegas, Nevada, USA. 15.-17.02.2013.

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Although brand authenticity is gaining increasing interest in consumer behavior research and managerial practice, literature on its measurement and contribution to branding theory is still limited. This article develops an integrative framework of the concept of brand authenticity and reports the development and validation of a scale measuring consumers' perceived brand authenticity (PBA). A multi-phase scale development process resulted in a 15-item PBA scale measuring four dimensions: credibility, integrity, symbolism, and continuity. This scale is reliable across different brands and cultural contexts. We find that brand authenticity perceptions are influenced by indexical, existential, and iconic cues, whereby some of the latters' influence is moderated by consumers' level of marketing skepticism. Results also suggest that PBA increases emotional brand attachment and word-of-mouth, and that it drives brand choice likelihood through self-congruence for consumers high in self-authenticity.

Item Type:

Conference or Workshop Item (Paper)

Division/Institute:

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

UniBE Contributor:

Malär, Lucia

Subjects:

600 Technology > 650 Management & public relations

Language:

English

Submitter:

Daniela Herzog

Date Deposited:

19 May 2015 14:49

Last Modified:

19 May 2015 14:49

URI:

https://boris.unibe.ch/id/eprint/68457

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