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.
This type of marketing targets millennials in particular, who, it is said, respond well to brand authenticity.
In an age where brand authenticity is key to survival, doing the right thing pays off when done right.
Marketers in a variety of industries are trying to increase customer loyalty, marketing efficiency, and brand authenticity by building communities around their brands.
In particular, study findings indicate that the best opportunities for moveable social manufacturing may be scaling up artisanal production, while seeking to add market value through focusing on brand authenticity and integrity.
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.
Unfortunately, although many firms aspire to the customer loyalty, marketing efficiency, and brand authenticity that strong communities deliver, few understand what it takes to achieve such benefits.
Authenticity is a fuzzy concept, but Julie Napoli, a marketing professor at Curtin University, and colleagues recently reported in The Journal of Business Research that consumers see three dimensions to brand authenticity: heritage, sincerity and commitment to quality.
And new consumer segments such as Muslims, for whom brand authenticity and integrity are critical, can act as a moral compass in an industry that pivots on creative and effectiveness.
