What Is Brand Authenticity? An Exploration of the Concept

Amélie Guèvremont, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada
This research focuses on understanding the concept of brand authenticity from a consumer perspective, a topic characterized by a lack of consensus in the literature. Following fifteen individual interviews, eight common characteristics of authentic brands were identified, revealing that some form of objectivity can be found in consumers’ authenticity perceptions.
[ to cite ]:
Amélie Guèvremont and Bianca Grohmann (2012) ,"What Is Brand Authenticity? An Exploration of the Concept", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1132-1132.