02209nam a22003137a 4500 OSt 20260515122822.0 250910b |||||||| |||| 00| 0 eng d 1532-7663 1057-7408 English tbs English Morhart, Felicitas 11929 author Brand authenticity : an integrative framework and measurement scale / Felicitas Morhart, Lucia Malär, Amélie Guèvremont, Florent Girardin, Bianca Grohmann. Journal of Consumer Psychology, 2015. Journal of consumer psychology, 2015-04, Vol.25 (2), p.200-218 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 MSc Brand Management & Creativity 26051 Branding (Marketing) 6284 Brand name products 2371 Authenticity (Philosophy) 27111 Public relations 2442 Malär, Lucia 26414 author Guèvremont, Amélie 26415 author Girardin, Florent 26416 author Grohmann, Bianca 26417 author https://research-ebsco-com.hub.tbs-education.fr/linkprocessor/plink?id=2dc42ac5-4ca7-3a4d-a44d-8528a4004d83 lcc 0 0 lcc 0 0 TBS TBS 2025-11-04 0 5141 2025-11-04 https://research-ebsco-com.hub.tbs-education.fr/linkprocessor/plink?id=2dc42ac5-4ca7-3a4d-a44d-8528a4004d83 2025-11-04 ARTICLE 5141 5141