Exploring Dimensions of Brand Authenticity

This research adapts the Authenticity Inventory from the psychology literature to develop a framework to measure brand authenticity. The results show brand authenticity as consisting of four distinct dimensions: Relationships (interactions with consumers), Negativity (acknowledging negative brand aspects), Accomplishment (achievement of goals) and Identity (understanding core brand characteristics).



Citation:

Jasmina Ilicic, Cynthia M. Webster, and Lawrence Ang (2012) ,"Exploring Dimensions of Brand Authenticity", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 1-4.

Authors

Jasmina Ilicic, Macquarie University, Australia
Cynthia M. Webster, Macquarie University, Australia
Lawrence Ang, Macquarie University, Australia



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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