The Brand Authenticity Scale: Development and Validation

  • Van-Dat Tran Banking University of Hochiminh City
  • Ching-Jui Keng National Taipei University of Technology
Keywords: Authenticity, Brand authenticity, Brand authenticity scale.

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. To cite this document: Van-Dat Tran, Ching-Jui Keng, "The Brand Authenticity Scale: Development and Validation", Contemporary Management Research, Vol.14, No.4, pp. 277-291, 2018. Permanent link to this document: http://dx.doi.org/10.7903/cmr.18581

Author Biographies

Van-Dat Tran, Banking University of Hochiminh City
Dr. Van- Dat Tran (Corresponding author) is currently an assistant professor of Department of Marketing, Banking University of HCM city. His research focuses on Brand Management, E-Commerce and Interactive marketing.
Ching-Jui Keng, National Taipei University of Technology
Dr. Ching-Jui Keng is currently a professor of Department of Business Management, National Taipei University of Technology. His current research focuses on E-Commerce, Interactive Marketing and Information Technology Management.
Published
2018-12-19
Section
Marketing