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).
|Number of pages||1|
|Publication status||Published - 2012|
|Event||Asia Pacific Association for Consumer Research Conference - Queenstown, New Zealand|
Duration: 6 Jul 2012 → 8 Jul 2012
|Conference||Asia Pacific Association for Consumer Research Conference|
|City||Queenstown, New Zealand|
|Period||6/07/12 → 8/07/12|