The potential of authenticity for brand differentiation: A conceptual perspective

Abstract

The main reason why the international research on marketing studies explores authenticity is the skeptical behavior that consumers have towards organizational promises and statements. There is an overload in organizational messages that deliver the same narrative content, which has led to make an incredulous audience. In this scenario of suspicion, authenticity and its perception turn out as a competitive advantage for brands. Despite the relevance of the subject, research about authenticity in the brand context is usually developed from a variety of denotations without, however, set a clear concept for its use and management. This work, therefore, has developed a deep literature review that has identified the lack of a clear concept to support studies on authenticity in organizational contexts. Thus, from Philosophy, Social Sciences, and Communications Theory, a consistently defined and theoretically built concept of Authenticity set forth on nine dimensions is proposed. The results conducted for the correct management of brand’s communication and evaluation of the authentic brand perception.