Measuring Consumer-Based Brand Authenticity
Postmodern consumers use brands to create an authentic self and to reconnect to place, time, culture and others. Although previous research has identified that consumers draw on a range of cues in order to attribute authenticity to branded objects, no scales exist to measure the construct of brand a...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Elsevier
2014
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| Online Access: | http://hdl.handle.net/20.500.11937/38471 |
| _version_ | 1848755329473445888 |
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| author | Napoli, Julie Dickinson, Sonia Beverland, M. Farrelly, F. |
| author_facet | Napoli, Julie Dickinson, Sonia Beverland, M. Farrelly, F. |
| author_sort | Napoli, Julie |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Postmodern consumers use brands to create an authentic self and to reconnect to place, time, culture and others. Although previous research has identified that consumers draw on a range of cues in order to attribute authenticity to branded objects, no scales exist to measure the construct of brand authenticity. Building on the existing literature, this paper uses quantitative methods to develop a psychometrically robust measure of brand authenticity from a consumer's perspective. Findings demonstrate convergent, discriminant and predictive validity, whereby 14 items represent three interrelated first order factors labeled quality commitment, sincerity and heritage that correspond with a higher order brand authenticity construct. This study extends our understanding of the consumption of authenticity. Moreover, it provides a tool by which firms can evaluate the effectiveness of strategic decisions designed to deliver an authentic brand offering to consumers. Limitations and directions for future research are discussed. |
| first_indexed | 2025-11-14T08:54:34Z |
| format | Journal Article |
| id | curtin-20.500.11937-38471 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:54:34Z |
| publishDate | 2014 |
| publisher | Elsevier |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-384712017-09-13T14:10:12Z Measuring Consumer-Based Brand Authenticity Napoli, Julie Dickinson, Sonia Beverland, M. Farrelly, F. Consumer Behavior Branding Scale Development Authenticity Postmodern consumers use brands to create an authentic self and to reconnect to place, time, culture and others. Although previous research has identified that consumers draw on a range of cues in order to attribute authenticity to branded objects, no scales exist to measure the construct of brand authenticity. Building on the existing literature, this paper uses quantitative methods to develop a psychometrically robust measure of brand authenticity from a consumer's perspective. Findings demonstrate convergent, discriminant and predictive validity, whereby 14 items represent three interrelated first order factors labeled quality commitment, sincerity and heritage that correspond with a higher order brand authenticity construct. This study extends our understanding of the consumption of authenticity. Moreover, it provides a tool by which firms can evaluate the effectiveness of strategic decisions designed to deliver an authentic brand offering to consumers. Limitations and directions for future research are discussed. 2014 Journal Article http://hdl.handle.net/20.500.11937/38471 10.1016/j.jbusres.2013.06.001 Elsevier fulltext |
| spellingShingle | Consumer Behavior Branding Scale Development Authenticity Napoli, Julie Dickinson, Sonia Beverland, M. Farrelly, F. Measuring Consumer-Based Brand Authenticity |
| title | Measuring Consumer-Based Brand Authenticity |
| title_full | Measuring Consumer-Based Brand Authenticity |
| title_fullStr | Measuring Consumer-Based Brand Authenticity |
| title_full_unstemmed | Measuring Consumer-Based Brand Authenticity |
| title_short | Measuring Consumer-Based Brand Authenticity |
| title_sort | measuring consumer-based brand authenticity |
| topic | Consumer Behavior Branding Scale Development Authenticity |
| url | http://hdl.handle.net/20.500.11937/38471 |