Brand Authenticity: Towards a Deeper Understanding of its Conceptualization and Measurement

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Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis (2015, background): “24 related to consumer brand relationships such as anthropomorphism and brand relationships (Aggarwal & McGill, 2012), brand divorce (Fiona, Meamber & Hall, 2012), brand authenticity (Bruhn et al. 2012), and others were not identified as key research streams.”
Brand authenticity leads to perceived value and brand trust (2019, methodology): “Bruhn et al. (2012) developed a scale for measuring consumers’ perceptions of BA.”
Perceived authenticity of traditional branded restaurants (China): impacts on perceived quality, perceived value, and behavioural intentions (2020, background): “Although many researchers (Grayson & Martinec, 2004; Holt, 2002) have attached associations and denotations to the term, there is still no agreement formed on the unique definition of authenticity (Bruhn et al., 2012).”