Brand Authenticity: Towards a Deeper Understanding of its Conceptualization and Measurement

摘要: In times of increasing uncertainty, authenticity is an essential human aspiration, making it a key issue in contemporary marketing and major factor for brand success. By conducting literature review several studies with different consumers brands, we develop scale measuring the strength consumers’ perceived authenticity, where analyzed as consisting four dimensions identified continuity, originality, reliability, naturalness. We also demonstrate discriminant validity regard to related constructs such involvement, image, satisfaction. Finally, conclude our paper by discussing implications practice offering stimuli further research.