Hierarchical structure of brand authenticity

Abstract

Objective: The aim of this paper is to propose a new brand authenticity scale based on consumer assessment considering the hierarchical structure of the scale’s forming dimensions. Method: A survey was conducted (780 individuals) via online panels, in Brazil and the United States. An Item Response Theory analysis procedure was conducted in order to analyze the hierarchical structure of these dimensions. Originality/Relevance: The use of the IRT is novel in the brand authenticity context. Previous works have focused on multivariate techniques, since they, relatively; satisfy the most important marketing research needs, such as the ability to analyze complex data. Results: As a result, a consistent and parsimonious scale was obtained, based on 09 dimensions, which form the construct, including: spontaneity, quality commitment, essence, nostalgia, values, simplicity, design, originality and origin. Theoretical/methodological contributions: This paper contributes to the literature of brands by developing a metric that addresses unexplored dimensions, so far. Social/management contributions: For managerial purposes, the scale is a tool to assess the brand positioning and therefore provide new strategic approaches.