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Cited by 1,084Consumer Behavior in Brand Consumption and IdentificationMarketing and Advertising StrategiesConsumer Perception and Purchasing Behavior

Brand authenticity: An integrative framework and measurement scale

Morhart, Felicitas, Malär, Lucia, Guèvremont, Amélie, Girardin, Florent, Grohmann, Bianca·2015·Journal of Consumer Psychology
DOI 10.1016/j.jcps.2014.11.006
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Abstract

Although brand authenticity is gaining increasing interest in consumer behavior research and managerial practice, literature on its measurement and contribution to branding theory is still limited. This article develops an integrative framework of the concept of brand authenticity and reports the development and validation of a scale measuring consumers' perceived brand authenticity (PBA). A multi‐phase scale development process resulted in a 15‐item PBA scale measuring four dimensions: credibility, integrity, symbolism, and continuity. This scale is reliable across different brands and cultural contexts. We find that brand authenticity perceptions are influenced by indexical, existential, and iconic cues, whereby some of the latters' influence is moderated by consumers' level of marketing skepticism. Results also suggest that PBA increases emotional brand attachment and word‐of‐mouth, and that it drives brand choice likelihood through self‐congruence for consumers high in self‐authenticity.

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  • The perceived authenticity scale had Cronbach's alpha = 0.89.

    “Perceived Authenticity (H3): This will be measured with a 5-item brand authenticity instrument (Morhart et al., 2015) modified to include the email content instead of brand in general.Sample question: The marketing content that I have just watched was authentic (1 = strongly disagree, 7 = strongly agree).α = 0.89.”

    From The Impact of Generative AI on Personalized Content Marketing in E-Commerce (2025) · cites this paper as Morhart et al., 2015

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Authors
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B.
Affiliations
  • University of Lausanne (CH)
  • University of Bern (CH)
  • Université du Québec à Montréal (CA)
  • Concordia University (CA)
Corresponding author
Morhart, Felicitas
ORCID
Venue
Journal of Consumer Psychology
Publisher
Wiley
Published
2014-12-04
Volume
25
Issue
2
Pages
200-218
ISSN
  • 1057-7408 (ISSN-L)
  • 1532-7663
DOI
10.1016/j.jcps.2014.11.006
OpenAlex
W2011761262
Cited by
1,084
References
15
Citations by year
2026: 229 · 2025: 148 · 2024: 139 · 2023: 122 · 2022: 103 · 2021: 95 · 2020: 92 · 2019: 72 · 2018: 37 · 2017: 28 · 2016: 14 · 2015: 5
FWCI
50.23
Type
journal article
Language
en
Open access
closed
Licence
onlinelibrary.wiley.com/termsAndConditions#vor (vor)
Locations
  • Journal of Consumer Psychology (publishedVersion)
  • Bern Open Repository and Information System (University of Bern) (submittedVersion)
  • IRIS (submittedVersion)
  • SERVAL (Université de Lausanne) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
Keywords
brand authenticity, perceived brand authenticity, scale development, brand credibility, brand integrity, brand symbolism, brand continuity, emotional brand attachment, word of mouth, brand choice, self-congruity, self-authenticity, cross-cultural measurement

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