Abstract
ABSTRACT Amidst a rapidly changing marketplace, sharp behavioral changes, and increased social media usage, brand authenticity, already an important attribute, has become an essential asset for brands. Even though marketing researchers have been studying the topic for more than 25 years, our extensive literature review shows that a widely accepted definition and scale is still lacking. Many extant definitions and scales only address specific aspects of brand authenticity, thus only providing partial coverage. This paper proposes a new definition and amalgamated scale that addresses authenticity holistically in a germane/relatable manner. The disjointed, and often dated, extant definitions and scales require a re-conceptualization of brand authenticity to meet the needs of today’s consumer in relevant, meaningful manner.
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