Abstract

Consumers are increasingly demanding authentic products, experiences, and brands. Although brand authenticity is gaining interest from academics and practitioners, research is lacking regarding the nature of an authentic brand and the implications of brand authenticity. This dissertation focuses on conceptualizing brand authenticity and understanding its antecedents and consequences in the marketplace.
The first objective of this research is to develop and validate a reliable and parsimonious scale measuring brand authenticity (chapter 2). An extensive literature review across domains is followed by a qualitative study in which fourteen in-depth interviews are conducted. Results show that brand authenticity comprises four dimensions: longevity, credibility, integrity, and symbolism. The following studies focus on scale development. A second-order four-dimensional scale with 17 items provides satisfactory psychometric properties. This scale is validated across different brands, product categories, and groups of consumers. Subsequent studies show the discriminant validity of the scale with regard to existing brand-related constructs and its predictive validity. Nomological validity is tested. Results show the importance of indexical, iconic, and existential cues in creating brand authenticity perceptions—in line with the objectivist, constructivist, and existentialist perspectives on authenticity identified in the literature review—, the moderating effect of consumer skepticism, as well as the positive influence of brand authenticity on emotional brand attachment. The role of authenticity in understanding consumers’ reactions to a scandal is also explored. Results suggest that brand authenticity protects brands from negative consequences of a scandal.
The second objective of this research is to understand the situations that might enhance consumers’ interest in authentic brands (chapter 3). Three studies test the influence of uncertainty, exclusion, and self-inauthenticity on consumers’ responses towards authentic brands. Results show that an authentic brand is particularly valued when consumers feel excluded and inauthentic. The effects are observed for specific consumer segments, such as consumers with high brand engagement in self-concept and with high importance of personal authenticity, respectively.
The research concludes with a general discussion of the findings, theoretical and managerial implications, as well as limitations and future research ideas (chapter 4).