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.

Purpose This paper aims to examine under what conditions consumers develop emotional attachment toward authentic brands. It proposes that authentic brands’ ability to evoke attachment is contingent upon situational (i.e. need to belong and need to express the authentic self) and consumer individual difference variables (i.e. brand engagement in self-concept [BESC] and personal authenticity). Design/methodology/approach Two experiments empirically test the effects of brand authenticity on emotional brand attachment. Experiment 1 considers the moderating roles of social exclusion and BESC. Experiment 2 examines the moderating roles of situationally induced feelings of self-inauthenticity and enduring personal authenticity. Findings Consumers with a high level of BESC show greater emotional brand attachment to authentic (versus less authentic) brands when they feel socially excluded. Consumers with a high level of enduring personal authenticity show greater emotional brand attachment to authentic (versus less authentic) brands when they experience situations that make them feel inauthentic. Practical implications This paper has implications for brand communication strategies adopted by brands that are positioned strongly on authenticity. Originality/value This paper is one of the few to examine the effect of brand authenticity on brand attachment taking into account the moderating role of situational and individual difference variables. The findings contribute to the brand attachment and brand authenticity literatures.

This research investigates to what extent brand authenticity lessens the impact of a brand scandal on consumer responses to the brand involved in the scandal. A 2 × 2 experiment shows that consumers responded more favourably to a more (vs. less) authentic brand in the event of a scandal. The protective effects of higher levels of brand authenticity emerged for emotional and behavioural brand outcomes (i.e., greater affection and willingness to pay) and brand-related inferences (i.e., lower perceived responsibility for the scandal and hypocrisy). Nonetheless, even a more authentic brand was harmed by a brand scandal (vs. no scandal). This suggests that the protective effect of brand authenticity does not fully compensate for the negative consequences of brand scandals. These findings give rise to theoretical and managerial implications.

Access to this document was granted through an Emerald subscription provided by 405387 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -This paper examines to what extent consonants in brand names influence consumers' perceptions of feminine and masculine brand personality. Design/methodology/approach -Four experiments empirically test the influence of consonants on feminine and masculine brand personality. The experiments involve different sets of new brand names, variations regarding the consonants tested (the stops k and t, the fricatives f and s), as well as different locations of the focal consonant in the brand name. Findings -Consonants influence consumers' brand perceptions: brand masculinity is enhanced by stops (rather than fricatives), and brand femininity is enhanced by fricatives (rather than stops). Consonants specifically affect feminine and masculine brand personality, but not other brand personality dimensions. Consumers' responses to brand names and resulting brand gender perceptions (i.e. likelihood to recommend) were moderated by salience of masculinity or femininity as a desirable brand attribute. Practical implications -This research has implications for brand name selection: consonants are effective in creating a specifically masculine or a feminine brand personality. Originality/value -This research is the first to specifically link consonants and feminine/masculine brand personality. By specifically examining consonants, this research extends the marketing literature on sound symbolism that is characterized by a focus on vowels effects. This research is also the first to address whether the position of the focal phoneme in the brand name matters.

Consumers increasingly seek authenticity in the brands they consume. Although studied extensively, brand authenticity appears to be restricted to older, more timeless brands. This article challenges previous research findings by examining whether or not young brands can be perceived as authentic and, if so, how? Adopting a holistic view, the author investigates interpretation—by consumers—and construction—by the brand—of an authentic image in the case of a young brand. The twofold objective of this research involves identifying dimensions of consumer‐perceived brand authenticity in the early stages of the development of an authentic brand and then understanding the practices employed by the brand to support the observed dimensions of authenticity. Supplemented by seven individual interviews, a netnography of the online community of a young brand quickly recognized for authenticity reveals three central dimensions of authenticity, namely, transparency, virtuousness, and proximity. An analysis of brand publications within the community further expose the interplay of indexical (i.e., evidence‐based authenticity signals) and iconic cues (i.e., impression‐based authenticity signals) in support of the dimensions. Findings substantiate the prevalence of brand transparency over both virtuousness and proximity in the early stages of the development of an authentic brand. In addition, although indexical cues dominate in conveying transparency, iconic cues prove central to virtuousness, and both signal proximity. The article, the first to broach the construction of authenticity for a young brand, enhances the corpus of knowledge on authenticity through a re‐examination of the significance and construction of the concept.

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Purpose This research sheds light on behavioral change by demonstrating the transformative power of a brand on the process of eating behavioral change. The selected brand is Three Times a Day (a culinary blog whose mission is to encourage a healthier diet). This study aims to identify food-related behavioral changes as a result of consumers’ relationship with this brand and identify antecedents to such changes. Design/methodology/approach A netnography of the brand online community and 14 individual in-depth interviews were conducted. Findings Netnography results identify four categories of behavioral changes emerging from the relationship with the brand (e.g. choosing healthier/more varied foods, developing an interest in cooking and adopting a healthier lifestyle). Analysis of the individual interviews substantiate the role of brand attachment as a driver of positive change and identify three antecedents: brand-self connection (through past, actual and ideal self), brand exposure and satisfaction of individual needs (i.e. autonomy, competence and relatedness). Research limitations/implications Results enrich the literature on behavioral change and highlight the positive role of a brand in the context of improving eating habits. Findings extend the understanding of the consequences of attachment beyond its influence at the attitudinal level by focusing on concrete consumer behavior. Social implications It is recognized that despite good intentions, individuals keep making poor food choices. This important issue is associated with several diseases and increasing social costs. This research explores how to influence consumers in adopting better eating habits. Originality/value This study is one of the first to examine the power of a food-related brand to enhance positive eating practices and improve diet.

This research studies the positive role of culinary human brands in helping consumers improve their eating habits (i.e., eat healthier, adopt a varied diet, and cook more) through the influence of emotional brand attachment-induced by actual and ideal self-congruence-and while considering the moderating role of perceived brand authenticity. An online questionnaire was administered to 501 adults from a panel.Participants had to meet specific criteria-having a strong interest in food and cooking and being highly attached to a culinary human brand. Results were analyzed through structural equation modeling. Results reveal the influence of attachment in helping consumers improve their eating habits. The role of connection with consumer identity in inducing attachment is supported and characterized by a greater impact of the actual self. The moderating influence of brand authenticity is confirmed. This research suggests that culinary human brands can positively influence consumer food-related decisions by serving as relevant identity resources. Results indicate that focusing on authenticity is a promising strategy to pursue human brands. Overall, this research calls for brands to think about how they can positively impact consumer lives, more specifically by helping them make better food decisions, ultimately contributing to their well-being.