The Brand Authenticity Scale: Development and Validation

Trần, Văn Đạt

doi:10.7903/cmr.18581

Cited by 15 publications

(21 citation statements)

References 29 publications

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“…Moreover, because of lacking the previous empirical research on what brand authenticity is and its effects, the brand authenticity scale was empirically developed (Tran, 2018). Moreover, the six dimensions represent the most comprehensive understanding of brand authenticity.…”

Section: Managerial Implicationsmentioning

confidence: 99%

“…Three broad goals are identified (control, connection, and virtue) that drive the systematic selection and evaluation of different consumption experiences as being inauthentic. Tran and Keng (2018) used qualitative and empirical methods to identify the six key dimensions of brand authenticity and develop a brand authenticity scale. As a result, a six-dimensional scale containing seventeen items was developed representing distinctive dimensions of brand authenticity: virtue, connection, realism, aesthetics, control, and originality.…”

Section: Introduction 1920mentioning

confidence: 99%

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The Relationship between Brand Authenticity, Brand Equity and Customer Satisfaction

Trần¹,

VO²,

DINH³

2020

JAFEB

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This study examines the relationship between brand authenticity, brand equity, and customer satisfaction. A total of 263 participants participated in this study. Participants rated a set of three brands: Apple, Starbuck, and Nike. Each participant rated the extent to which the items described his or her authenticity with the brands listed, the equity of the brands listed, and feelings of satisfaction toward the brands. This study employs confirmatory factor analysis and structural equation modeling. The results indicate that 1) brand authenticity positively relates to brand equity, and 2) brand authenticity effects to customer satisfaction. The findings suggest that marketers can use the brand authenticity for assessment, planning, and tracking purposes to understand the authenticity of their brands for their customers. Products of authenticity brand are better liked, viewed as higher quality, offer greater value and are more likely to be purchased than less authenticity brand. They can command a significant price premium. The findings provide useful support and evidence for brand management, as well as companies in other developing countries, to engage more in brand practices as a core element of their strategic and brand management. This means that managers should work to increase perceptions of authenticity for their offerings.

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Section: Managerial Implicationsmentioning

confidence: 99%

Section: Introduction 1920mentioning

confidence: 99%

The Relationship between Brand Authenticity, Brand Equity and Customer Satisfaction

Trần¹,

VO²,

DINH³

2020

JAFEB

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“…Traceability and identification are crucial for marketing food products. When food goods are segregated via process and/or content attributes of credence, auditing, recordkeeping, and validation are acknowledged as important aspects of their confirmation for the "preservation of culture" and the "management of authenticity" (Tran & Keng, 2018).…”

Section: Threat Of Losing Authenticitymentioning

confidence: 99%

“…Cultural iconic branding of the MMI can deliver unexpected cultural value, as this branding applies the nation's joint concerns and wishes. Brands tend to be culturally iconic when they carry within them identity myths which are no more than simple fictions that highlight cultural anxieties from the distance found in fictional worlds rather than the real-world problems that consumers face in their day-to-day lives (Tran & Keng, 2018). The issues and concerns raised by these myths are simply imaginative and not the actual image of the targeted demographics' aspired identities (Sarker et al, 2020b).…”

Section: Promote Cultural Iconic Brandingmentioning

confidence: 99%

Understanding the traditional mares’ milk industry’s transformation into a creative industry: Empirical evidence from Kazakhstan

et al. 2021

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The purpose of this paper is to explore the core forces and drivers of the creative transformation of a traditional industry through the assessment of the mares’ milk industry (MMI). Using an exploratory single case study, this research reveals the main driver mechanisms and challenges of the creative transformation of a traditional industry using the case of the MMI in Kazakhstan. Grounded theory, along with in‐depth interviews of 36 MMI business staff in Kazakhstan, has been used in this study. The research identifies the following four key driving factors for transforming a commodity‐based traditional industry into a cultural creative emerging industry: National demand, ingenuity and creativity, affordance (support), and actors (attitudes, skills, and characteristics). This study also explores challenges, such as administrative negligence, the threat of losing authenticity, poor industry cooperation, and cultural branding. A sustainable transformation into a creative MMI requires the government to give its full attention to implementing existing‐related policies, emphasizing the role of authenticity, stressing the importance of industry cooperation, and promoting iconic branding. The study findings will help policy makers, administrators, and related stakeholders to understand the transformation of the MMI when developing related policy, strategy, and sustainable development. The findings can also serve as guidelines for other traditional agricultural sectors that are undergoing transformation into creative industries.

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“…In this research, the brand authenticity scale developed by Tran and Keng (2018) was used. The scale consists of six dimension and 18 items.…”

Section: Değerlendirme Ve Sonuçmentioning

confidence: 99%

Marka Özgünlüğünün Marka İmajı ve Marka Tercihindeki İlişkisinde Marka Güveninin Aracılık Rolü

Dağ¹,

Durmaz²

2020

OPUS Uluslararası Toplum Araştırmaları Dergisi

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Araştırmanın amacı, günümüz finansal krizlerinde ayakta kalmayı sağlayacak bir unsur olan marka özgünlüğünün; marka imajına ve marka tercihine olan etkisinin tespit edilmesi, ayrıca marka güveninin, marka imajı ve marka tercihine etkisinde aracı etkiye sahip olup olmadığının ortaya konulmasıdır. Bu amaçla marka özgünlüğünün alt boyutları olan erdem, bağlantı, gerçeklik, estetiklik, kontrtol ve orjinallik ile marka imajı ve marka tercihi ilişkisi araştırılmış, marka güveninin marka imajı ve marka tercihi üzerindeki aracı etkisi model ışığında incelenmiştir. Yapılan pilot uygulamada; marka özgünlüğü, marka imajı, marka tercihi ve marka güveni ölçeklerinin toplam varyansı açıklama oranlarının ve Kaiser-Meyer-Olkin (KMO) testlerinin örneklem yeterlilik değerinin faktör analizi için yeterli olduğu belirlenmiştir. Araştırmanın çalışma grubunu beyaz eşya kullanan, satın alan (816) nihayi tüketici oluşturmaktadır. Toplanan veriler SPSS ve AMOS programlarıyla analiz edilmiştir. Analiz sonuçlarına göre marka özgünlüğünün; marka imajı ve marka tercihine olumlu yönde anlamlı bir etkisinin olduğu tespit edilmiştir. Analizlere göre marka güveninin aracılık etkisinin olduğu sonucuna ulaşılmış ve aracılık etkisi Sobel testi ile doğrulanmıştır.

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The Brand Authenticity Scale: Development and Validation

Cited by 15 publications

References 29 publications

The Relationship between Brand Authenticity, Brand Equity and Customer Satisfaction

The Relationship between Brand Authenticity, Brand Equity and Customer Satisfaction

Understanding the traditional mares’ milk industry’s transformation into a creative industry: Empirical evidence from Kazakhstan

Marka Özgünlüğünün Marka İmajı ve Marka Tercihindeki İlişkisinde Marka Güveninin Aracılık Rolü

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