Brand authenticity: definition, measurement, antecedents, and consequences.

Consumers are increasingly demanding authentic products, experiences, and brands. Although brand authenticity is gaining interest from academics and practitioners, research is lacking regarding the nature of an authentic brand and the implications of brand authenticity. This dissertation focuses on conceptualizing brand authenticity and understanding its antecedents and consequences in the marketplace. The first objective of this research is to develop and validate a reliable and parsimonious scale measuring brand authenticity (chapter 2). An extensive literature review across domains is followed by a qualitative study in which fourteen in-depth interviews are conducted. Results show that brand authenticity comprises four dimensions: longevity, credibility, integrity, and symbolism. The following studies focus on scale development. A second-order four-dimensional scale with 17 items provides satisfactory psychometric properties. This scale is validated across different brands, product categories, and groups of consumers. Subsequent studies show the discriminant validity of the scale with regard to existing brand-related constructs and its predictive validity. Nomological validity is tested. Results show the importance of indexical, iconic, and existential cues in creating brand authenticity perceptions—in line with the objectivist, constructivist, and existentialist perspectives on authenticity identified in the literature review—, the moderating effect of consumer skepticism, as well as the positive influence of brand authenticity on emotional brand attachment. The role of authenticity in understanding consumers’ reactions to a scandal is also explored. Results suggest that brand authenticity protects brands from negative consequences of a scandal. The second objective of this research is to understand the situations that might enhance consumers’ interest in authentic brands (chapter 3). Three studies test the influence of uncertainty, exclusion, and self-inauthenticity on consumers’ responses towards authentic brands. Results show that an authentic brand is particularly valued when consumers feel excluded and inauthentic. The effects are observed for specific consumer segments, such as consumers with high brand engagement in self-concept and with high importance of personal authenticity, respectively. The research concludes with a general discussion of the findings, theoretical and managerial implications, as well as limitations and future research ideas (chapter 4)

Does brand authenticity alleviate the effect of brand scandals?

This research investigates to what extent brand authenticity lessens the impact of a brand scandal on consumer responses to the brand involved in the scandal. A 2 × 2 experiment shows that consumers responded more favourably to a more (vs. less) authentic brand in the event of a scandal. The protective effects of higher levels of brand authenticity emerged for emotional and behavioural brand outcomes (i.e., greater affection and willingness to pay) and brand-related inferences (i.e., lower perceived responsibility for the scandal and hypocrisy). Nonetheless, even a more authentic brand was harmed by a brand scandal (vs. no scandal). This suggests that the protective effect of brand authenticity does not fully compensate for the negative consequences of brand scandals. These findings give rise to theoretical and managerial implications

The brand authenticity effect: situational and individual-level moderators

Purpose – This paper examines under what conditions consumers develop emotional attachment towards authentic brands. It proposes that authentic brands’ ability to evoke attachment is contingent upon situational (i.e., need to belong and need to express the authentic self) and consumer individual difference variables (i.e., brand engagement in self-concept and personal authenticity). Design/methodology/approach – Two experiments empirically test the effects of brand authenticity on emotional brand attachment. Experiment 1 considers the moderating roles of social exclusion and brand engagement in self-concept. Experiment 2 examines the moderating roles of situationally induced feelings of self-inauthenticity and enduring personal authenticity. Findings – Consumers with a high level of brand engagement in self-concept show greater emotional brand attachment to authentic (vs. less authentic) brands when they feel socially excluded. Consumers with a high level of enduring personal authenticity show greater emotional brand attachment to authentic (vs. less authentic) brands when they experience situations that make them feel inauthentic. Practical implications – This research has implications for brand communication strategies adopted by brands that are positioned strongly on authenticity. Originality/value – This research is one of the few to examine the effect of brand authenticity on brand attachment taking into account the moderating role of situational and individual difference variables. The findings contribute to the brand attachment and brand authenticity literatures

The brand authenticity effect: situational and individual-level moderators

Purpose – This paper examines under what conditions consumers develop emotional attachment towards authentic brands. It proposes that authentic brands’ ability to evoke attachment is contingent upon situational (i.e., need to belong and need to express the authentic self) and consumer individual difference variables (i.e., brand engagement in self-concept and personal authenticity). Design/methodology/approach – Two experiments empirically test the effects of brand authenticity on emotional brand attachment. Experiment 1 considers the moderating roles of social exclusion and brand engagement in self-concept. Experiment 2 examines the moderating roles of situationally induced feelings of self-inauthenticity and enduring personal authenticity. Findings – Consumers with a high level of brand engagement in self-concept show greater emotional brand attachment to authentic (vs. less authentic) brands when they feel socially excluded. Consumers with a high level of enduring personal authenticity show greater emotional brand attachment to authentic (vs. less authentic) brands when they experience situations that make them feel inauthentic. Practical implications – This research has implications for brand communication strategies adopted by brands that are positioned strongly on authenticity. Originality/value – This research is one of the few to examine the effect of brand authenticity on brand attachment taking into account the moderating role of situational and individual difference variables. The findings contribute to the brand attachment and brand authenticity literatures

Dear Brand, Please Help me to Become a True-Man Out of the Truman: The Role of Brand Authenticity

Although brand authenticity is gaining increasing interest in academia and managerial practice, empirical studies on its contribution to the branding literature are still limited. The authors therefore conceptually and empirically examine the emergence and outcomes of perceived brand authenticity (PBA). A prior multi-phase scale development process resulted in a 17-item PBA scale to measure its four dimensions of credibility, integrity, symbolism, and longevity. Brand authenticity perceptions are influenced by indexical, existential, and iconic cues, whereby the latter’s influence is moderated by consumers’ level of marketing skepticism. Further, PBA increases emotional brand attachment. This relationship is particularly strong for consumers with a high level of self-authenticity. In addition, PBA effects are stronger in a North American market context compared to a European context