Exploring dimensions of brand authenticity

Research output: Contribution to conferenceAbstract

Abstract

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).
Original languageEnglish
Pages42
Number of pages1
Publication statusPublished - 2012
EventAsia Pacific Association for Consumer Research Conference - Queenstown, New Zealand
Duration: 6 Jul 20128 Jul 2012

Conference

ConferenceAsia Pacific Association for Consumer Research Conference
CityQueenstown, New Zealand
Period6/07/128/07/12

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  • Cite this

    Ilicic, J., Webster, C. M., & Ang, L. (2012). Exploring dimensions of brand authenticity. 42. Abstract from Asia Pacific Association for Consumer Research Conference, Queenstown, New Zealand, .