Brand Authenticity: An Integrative Framework and Measurement Scale
Abstract
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.
Date Issued
2015-02-26
Publication Type
Conference Item
Subject(s)
Language(s)
en
Author(s)
Morhart, Felicitas | |
Girardin, Florent | |
Guèvremont, Amélie | |
Grohmann, Bianca |
Additional Credits
Title of Event
Access(Rights)
metadata.only