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Brand Authenticity (Morhart, Malär, Guèvremont, Girardin & Grohmann)
Marketing & SalesReliability: alphas 0.79–0.92 across four dimensions4 sample items
About this scale
A 15-item measure of perceived brand authenticity across four dimensions: continuity, credibility, integrity, and symbolism. Predicts brand love, attachment, and word-of-mouth.
Sample item(s)
“This brand has a history. (continuity)”
“This brand will not betray you. (credibility)”
“This brand cares about its consumers. (integrity)”
“This brand reflects important values people care about. (symbolism)”
Reliability
Reported internal consistency: alphas 0.79–0.92 across four dimensions. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Most cited contemporary brand-authenticity measure.
Source & citation
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015): Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, Vol. 25, No. 2, pp. 200–218.
Morhart et al. (2015): Brand authenticity. JCP, 25(2), 200–218.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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