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| Brand Authenticity: A Review of Its Conceptualization, Dimension and Measurement |
| ZHANG Nan1,PENG Siqing1 |
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Abstract A brand may experience some changes in the process of brand development, such as brand innovation, brand merger, brand extension, brand globalization and localization, and these may lead to consumers' confusion about the authenticity of the brand. With the development of globalization and post-modernity, changes in brands have been accelerated. To build an authentic and trustful brand thus becomes important to both the academia and the industry. Brand authenticity includes product originality, brand heritage and corporate social responsibility, as well as consumer's self-realization. Based on the authenticity research from various perspectives such as arts, tourism and sociology, this paper reviews the conceptualization of brand authenticity in marketing. In addition, different dimensions of brand authenticity are elaborated, the existing measurements are summarized, related research controversies are clarified, and finally future research directions are discussed.
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Received: 28 April 2016
Published: 15 September 2016
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Corresponding Authors:
ZHANG Nan
E-mail: zhangnan_pku@163.com
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2016, Vol. 
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