Consumer evaluations of CSR authenticity: Development and validation of a multidimensional CSR authenticity scale

Abstract

Authenticity is a critical concept affecting consumers' judgments of brands, as well as CSR programs. However, while much research has examined the impact of authenticity, there is less understanding regarding the dimensions that influence consumers' perceptions of authenticity, especially within the CSR domain. Thus, the purpose of this research is (1) to identify the dimensions of CSR authenticity and (2) to develop and validate a multi-dimensional scale to assess it. Our findings support a seven-dimensional scale with the following dimensions: community link, reliability, commitment, congruence, benevolence, transparency, and broad impact. In addition, our findings support the efficacy of CSR authenticity for predicting positive consumer attitudes and intentions toward the firm. Marketing implications are discussed.