Brand Authenticity: An Integrative Framework and Measurement Scale

Détails

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Etat: Supprimée
Version: Author's accepted manuscript
ID Serval
serval:BIB_AD03C6C5E51E
Type
Article: article d'un périodique ou d'un magazine.
Collection
Publications
Institution
Titre
Brand Authenticity: An Integrative Framework and Measurement Scale
Périodique
Journal of Consumer Psychology
Auteur⸱e⸱s
Morhart F. M., Malär L., Guèvremont A., Girardin F., Grohmann B.
ISSN
1057-7408
Statut éditorial
Publié
Date de publication
2015
Peer-reviewed
Oui
Volume
25
Numéro
2
Pages
200-218
Langue
anglais
Résumé
Although brand authenticity is gaining increasing interest in consumer behavior research and managerial practice, literature on its measurement and contribution to branding theory is still limited. This article develops an integrative framework of the concept of brand authenticity and reports the development and validation of a scale measuring consumers' perceived brand authenticity (PBA). A multi-phase scale development process resulted in a 15-item PBA scale measuring four dimensions: credibility, integrity, symbolism, and continuity. This scale is reliable across different brands and cultural contexts. We find that brand authenticity perceptions are influenced by indexical, existential, and iconic cues, whereby some of the latters' influence is moderated by consumers' level of marketing skepticism. Results also suggest that PBA increases emotional brand attachment and word-of-mouth, and that it drives brand choice likelihood through self-congruence for consumers high in self-authenticity.
Mots-clé
Brand authenticity, Consumer self-authenticity, Brand authenticity scale, Brand authenticity measurement, Iconicity, Indexicality, Existentialism
Web of science
Création de la notice
02/12/2014 11:03
Dernière modification de la notice
20/08/2019 16:16
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