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The development and measurement of a brand authenticity scale

Author

Listed:
  • Coary, Sean P.
  • Oakley, James L.

Abstract

Modern consumers are on a quest for authenticity in the products they consume. A clear definition of the construct of brand authenticity and a precise means to measure it have yet to be developed, however. Recent research has offered the first quantitative scale for the measurement of brand authenticity. While this is clearly a step in the right direction, we propose a model for brand authenticity that is not dependent on perceptions of nostalgia and history — we argue that a brand does not have to be old or nostalgic to be authentic. Over three studies, we develop a brand authenticity scale and validate its dimensional structure, generalisability, convergent validity and reliability. Limitations and future directions for work on brand authenticity are discussed.

Suggested Citation

  • Coary, Sean P. & Oakley, James L., 2018. "The development and measurement of a brand authenticity scale," Journal of Brand Strategy, Henry Stewart Publications, vol. 7(2), pages 183-196, September.
    • Handle: RePEc:aza:jbs000:y:2018:v:7:i:2:p:183-196
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    More about this item

    Keywords

    brand; authenticity; scale; measurement; genuine;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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