Brand authenticity: An integrative framework and measurement scale

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Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications (2019, methodology): “For example, a sample item to gauge symbolism includes [ Viewing this content I ] feel like [my] self (Morhart et al. 2015).”
Brand authenticity leads to perceived value and brand trust (2019, background): “Introduction Nowadays, consumers are faced with increasing commercialization of products and a globalization market (Morhart et al., 2015).”
Brand Authenticity: Testing the Antecedents and Outcomes of Brand Management's Passion for its Products (2016, background): “While previous research has proposed that a brand’s authenticity is characterized by the management’s intrinsic motivation (Holt, 2002) and passion (Beverland et al., 2008), this previous research does not ground the concept in a theoretical framework, empirically examine the concept, nor suggest it”
Too Exciting to Fail, Too Sincere to Succeed: The Effects of Brand Personality on Sensory Disconfirmation (2016, positive): “Consistent with the literature suggesting that brand authenticity drives preference for products with higher brand congruence (Morhart et al. 2015), we find that preference coincides with inferences of authenticity.”