Scale construction and effects of brand authenticity

This dissertation investigates consumer?s perceptions of brand authenticity, genuineness in a brand?s product and principles. Prior qualitative research on brand authenticity has not identified key dimensions using a systematic and quantitative approach. This dissertation contributes to the branding literature by (1) identifying the key dimensions of brand authenticity through the development of a Brand Authenticity Scale, (2) quantifying the effects of brand authenticity on attitudes towards the brand and behavioral intentions, (3) separating brand authenticity from other key brand constructs, (4) investigating the interaction between brand authenticity and brand self-connection, (5) identifying the underlying process driving the effects of brand authenticity, and finally (6) examining the different effects and process of brand authenticity depending on the product type, either functional or experiential. ? Eight studies were conducted to identify the dimension of brand authenticity and investigate its effects and process. Four of these studies, one qualitative and three empirical, identify the three key dimensions of brand authenticity (being the category pioneer, adhering to principles and maintaining the original product) and develop a Brand Authenticity Scale. Using the three dimensions of brand authenticity, four experiments (two for functional products and two for experiential products) demonstrate the significant positive effects of brand authenticity on brand attitudes and behavioral intentions. These effects, moderating variables and the process driving these effects vary depending on the type of product. Unlike experiential products, the effects of brand authenticity are moderated by the relationship the consumer has with the brand (brand self-connection) for functional products, with only those consumers who are high in brand self-connection evaluating the brand more favorably. Whereas while brand trust mediates the effects of brand authenticity for functional products, due to the sensory nature of experiential products, the combination of brand trust and savoring the experience mediates the effects of brand authenticity for experiential products.