Brand authenticity dimensions in the brazilian and american contexts

• Autor(a) principal: Kososki, Maiara Regina
• Data de Publicação: 2017
• Outros Autores: Prado, Paulo Henrique Muller
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Consumer Behavior Review
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/15038
• topic: brand authenticity; dimensions; scales.; autenticidade de marca; dimensões; escalas.

The article aims to penetrate the world of Authenticity, which predates the Cicero era and thus develop the critical dimensions of brand authenticity based on the scales of Bruhn et al., 2012 and Napoli et al., 2013. For this, The Churchill Model (1979) was used as a base of the method through qualitative and quantitative phases and data was collected in Brazil and the United States. As a result there are 9 forming dimensions, with show distinct characteristics for different product categories. The brand authenticity is a multifaceted concept around the dimensions that compose it. In the age of experience where consumers have many choices and less faith in the products they consume, authenticity can exist to soften this lack of truth in the offerings. In addition, consumers know their products more than ever by easily accessing information on almost everything they want. In such a context, how can a brand be true? In order to discuss possible answers to this question and to find a deeper understanding about the world of authenticity, this article has been developed.