The Brand Authenticity Scale: Development and Validation

• Published in: Contemporary Management Research Vol. 14; no. 4; pp. 277 - 291
• Main Authors: Tran, Van-Dat, Keng, Ching-Jui
• Format: Journal Article
• Language: English
• Published: 台灣 Academy of Taiwan Information Systems Research 19.12.2018
• Subjects: Aesthetics; Authenticity; Brand authenticity; Brand authenticity scale; Communication; Community; Consumer behavior; Consumers; Consumption; Cultural heritage; Culture; Data analysis; Equity; Focus groups; Interviews; Marketing; Public relations; Realism; Research methodology; Subcultures
• ISSN: 1813-5498; 1813-5498
• DOI: 10.7903/cmr.18581

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.