Brand Authenticity: The Role of Stability and Rarity

Abstract

This research focuses on understanding brand authenticity. Based on two qualitative studies and previous research in authenticity, two key antecedents are identified, stability and rarity, each of which are proposed to consist of four sub-dimensions. Using SEM to analyze the data from a survey (n = 248), the results support the hypotheses that stability and rarity contribute to brand authenticity. Furthermore, three sub-dimensions were found to comprise stability—internal consistency, longitudinal consistency, and history—and three sub-dimensions were found to comprise rarity— uniqueness, scarcity, and ties to place.