Brand authenticity: literature review, comprehensive definition, and an amalgamated scale

IF 4.4 Q2 BUSINESS
Christopher L. Campagna, Naveen Donthu, B. Yoo
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引用次数: 19

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.
品牌真实性:文献综述、综合定义、合并尺度
摘要在快速变化的市场、急剧的行为变化和社交媒体使用量的增加中,品牌真实性已经成为品牌的一项重要属性,已成为品牌的重要资产。尽管市场营销研究人员已经研究这个话题超过25年了,但我们广泛的文献综述表明,仍然缺乏一个被广泛接受的定义和尺度。许多现存的定义和量表只涉及品牌真实性的特定方面,因此只提供部分覆盖范围。本文提出了一个新的定义和合并量表,以密切相关的方式全面解决真实性问题。现存的脱节且往往过时的定义和尺度需要对品牌真实性进行重新概念化,以相关、有意义的方式满足当今消费者的需求。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
6.80
自引率
6.70%
发文量
37
期刊介绍: The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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