Content area
Full text
ABSTRACT
The purpose of this study is to develop a brand authenticity scale by reviewing the relevant literature to identify the factors important for brand authenticity, then developing and testing the discriminant and convergent validity of measurement scales for dimensions of brand authenticity. The research method adopted includes in-depth interview and focus group interview. The procedure for scale development was: item generation, scale purification, and scale validation. This research uses qualitative and empirical methods to identify the six key dimensions of brand authenticity and develop a brand authenticity scale. As a result, a six-dimensional scale containing seventeen items was developed representing distinctive dimensions of brand authenticity: virtue, connection, realism, aesthetics, control, and originality. This research contributes to the branding literature by identifying the dimensions of brand authenticity through the development of a brand authenticity scale. Moreover, the six dimensions represent the most comprehensive understanding of brand authenticity. The brand authenticity scale can be used with confidence to examine relationships with other important constructs of interest in the future.
Keywords Authenticity, Brand authenticity, Brand authenticity scale.
INTRODUCTION
Consumers have recently started seeking out authentic brands and the brand experience. Recognizing the importance of authenticity, brand managers have responded by imbuing their brands with indications of authenticity (Beverland & Luxton, 2005; Beverland et al., 2008). Authenticity research, however, has been relatively sparse. There is a need for a deeper understanding of how consumers assess authenticity to enable marketers to make key decisions that may affect the authenticity of their brand.
Many useful constructs and measurements have been developed in the branding literature, including brand personality, brand attachment and brand experience (Aaker, 1997; Thomson et al., 2009). In addition, Liao and Ma (2009) investigated the perceived characteristics of product authenticity and the idiosyncrasies and propensities of consumers who express a need for such authenticity. The construct's dimensions of authenticity in public relations and communication (Molleda, 2010) have also been defined. However, a conceptualization and scale for measuring brand authenticity have not yet been developed.
First we identify the underlying dimensions of brand authenticity, then develop a scale that can measure the strength with which a brand evokes each authenticity dimension. To identify the dimensions, we used a two-stage, multi-method approach. In Stage 1, we conducted one-on-one, in-depth...