Brand authenticity dimensions in the brazilian and american contexts

Authors

  • Maiara Regina Kososki Universidade Federal do Paraná (UFPR)
  • Paulo Henrique Muller Prado Universidade Federal do Paraná (UFPR)

DOI:

https://doi.org/10.51359/2526-7884.2017.15038

Keywords:

brand authenticity, dimensions, scales.

Abstract

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.

Author Biographies

Maiara Regina Kososki, Universidade Federal do Paraná (UFPR)

Doutoranda em Administração, Universidade Federal do Paraná - UFPR.

Paulo Henrique Muller Prado, Universidade Federal do Paraná (UFPR)

Professor do Programa de Pós-Graduação em Administração, Universidade Federal do Paraná - UFPR.

References

AMA. American Marketing Association. Disponível em<http://www.marketingpower.com/_layouts/SearchResults.aspx?fb=q>. Acesso em 01 de Dezembro de 2013.

Aaker, J. L.; Drolet, A. (1996). To thine own self be true: The meaning of “sincerity” in brands and its impact on consumer evaluations. Advances in Consumer Research, 23(1), 392.

Arnould, E. J.; Price, L. L. (1999). Authenticating acts and authoritative performances: Questing for self and community. In: The why of consumption: Contemporary perspectives on consumer motives, goals, and desires. (Eds). S. Ratneshwar and David Mick and Cynthia Huffman, New York: Routledge.

Autêntico. In: Ferrater Mora, J. (2000). Dicionário de filosofia. Tradução de Maria Stela Gonçalves. São Paulo: Edições Loyola, Tomo I.

Bardin, L. (2004). Análise de conteúdo. Lisboa: Edições 70.

Belk, R. W. (1990). The role of possessions in constructing and maintaining a sense of past, Advances in Consumer Research, 17, 669-676.

Beverland, M. B. (2005). Crafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003-1029.

Beverland, M. B. (2006). The “real thing: Branding authenticity in the luxury wine trade. Journal of Business Research, 59(2), 251-58.

Beverland, M. B., Lindgreen, A. & Wink M. W. (2008). Projecting authenticity through advertising: Consumer judgments of advertisers’ claims. Journal of Advertising, 37(1), 5-14.

Beverland, M. B. & Farrelly, F. J. (2010). The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36(5), 838-56.

Botterill, J. (2007). Cowboys, outlaws, and artists: The rhetoric of authenticity and contemporary jeans and sneaker advertisements. Journal of Consumer Culture, 7(1)), 105-25.

Boyle, D. (2003). Authenticity: Brands, fakes, spin, and the lust for real life. London: Harper Collins.

Brown, S., Kozinets, R. & Sherry, J. F. (2003). Sell me the old, old story: Retromarketing management and the art of brand revival. Journal of Customer Behavior, 2(2), 133-147.

Bruhn, M., Schoenmuller, V., Schafer, D. & Heinrich, D. (2012). Brand authenticity: Towards a deeper understanding of its conceptualization and measurement. Advances in Consumer Research, 40, 571.

Carroll, G. R. & Wheaton, D. R. (2009). The organizational construction of authenticity: An examination of contemporary food and dining in the U.S. Research in Organizational Behavior, 29, 255-82.

Chhabra, D., Healy, R. & Sills, E. (2003). Staged authenticity and heritage tourism. Annals of Tourism Research, 30(3), 702-719.

Churchill, G. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16, 64-73.

Derbaix, M. & Decrop, A. (2007) Authenticity in the performing arts: A foolish quest? Advances in Consumer Research, 34, 75.

Eggers, F., O'dwyer, M., Kraus, S., Vallaster, C. & Guildenberg, S. (2012). The impact of brand authenticity on brand trust and SME growth: A CEO perspective. Journal of World Business.

Fine G. A. (2003). Crafting authenticity: The validation of identity in self-taught art. Theory and Society, 32(2), 153–80.

Gilmore, J. H. & Pine II, J. B. (2007). Autenticidade: Tudo o que os consumidores realmente querem. 1 Ed. Rio de Janeiro: Elsevier.

Grayson, K. & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296-312.

Grayson, K. & Shulman, D. (2000). Indexicality and the verification function of irreplaceable possessions: A semiotic analysis. Journal of Consumer Research, 27, 17-30.

Hair, J. F. J., Anderson, R. E., Tatham, R. L., Black, W. C. & Babin, B. J. (2010). Multivariate data analysis. 7. ed. Pearson Prentice Hall.

Heding, T., Knudtzen, C. F. & Bjerre, M. (2009). Brand management: Research, theory and practice. Routledge: London.

Holbrook, M. B. (1995). Consumer research: Introspective essays on the study of consumption. Thousand Oaks, CA: Sage Publications.

Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Cambridge, MA: Harvard Business School Press.

Holt, D. B.; Thompson, C. J. (2005). Man-of-action heroes: The pursuit of heroic masculinity in everyday consumption. Journal of Consumer Research, 31(2), 425.

Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. London: Philadelphia, Kogan Page.

Kates, S. M. (2004). The dynamics of brand legitimacy: An interpretive study in the gay men's community. Journal of Consumer Research, 31(2), 455-464.

Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity, Journal of Marketing, 57, 1, 1-22.

Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29, 595-600.

Kolar, T. & Zabkar, V. (2010). A consumer based model of authenticity: An oxymoron or the foundation of cultural heritage marketing? Tourism Management, 31, 652-664.

Kozinets, R. V. & Handelman, J. (2004). Adversaries of consumption: Consumer movements, activism, and ideology. Journal of Consumer Research, 31(3), 691-704.

Leigh, T. W.; Peters, C.; Shelton, J. (2006). The consumer quest for authenticity: The multiplicity of meanings within the MG subculture of consumption. Academy of Marketing Science, 34(4), 481-493.

Marca. In: Houaiss, Antonio, Villar, Mauro de Salles, Fraco, Francisco Manoel de Mello. (2001). Dicionário Houaiss da língua portuguesa. Rio de Janeiro: Objetiva, 2001. 1024p.

Malhotra, N. K. (2001). Pesquisa de marketing: Uma orientação aplicada. 3. ed. Porto Alegre: Bookman.

Marconi, M. A. & Lakatos, E. M. (2010). Fundamento de metodologia científica. 7 ed. São Paulo: Atlas, pp. 311.

Muñoz, C. L., Wood, N. T. & Solomon, M. R. (2006). Real or blarney? A cross-cultural International Journal of Business and Information L investigation of the perceived authenticity of Irish pubs. Journal of Consumer Behaviour, 5, 222-234.

Napoli, J., Dickinson, S. J., Beverland, M. B. & Farrelly, F. (2013). Measuring consumer-based brand authenticity. Journal of Business Research, 1-9.

Newman, G. E. & Dhar, R. (2014). Authenticity is contagious: Brand essence and the original source of production. Journal of Marketing Research, 51(3), 371-386.

Peñaloza, L. (2000). The commodification of the American West: Marketers production of cultural meanings at the trade show. Journal of Marketing, 64(4), 82-1.

Postrel, V. (2003). The substance of style: How the rise of aesthetic value is remaking commerce, culture, & consciousness. New York: Harper Collins Publishers.

Rose, R. L. & Wood, S. T. (2005). Paradox and the consumption of authenticity through reality television. Journal of Consumer Research, 32, 284-96.

Solomon, M. R. (2011). O Comportamento do Consumidor: comprando, possuindo e sendo. 9. Ed. Porto Alegre: Bookman.

Thompson, C. J., Rindfleisch, A. & Arsel, Z. (2006). Emotional branding and the strategic value of the doppelganger brand image. Journal of Marketing, 70, 50–64.

Tungate, M. (2009). Luxury World: the past, presente and future of luxury brands. Kogan Page Publishers, p. 272.

Zavetoski, S. (2002). The social-psychological bases of anticonsumption atitudes. Psychology and Marketing, 19(2), 149-16.

Downloads

Published

2017-12-22

Issue

Vol. 1 No. 2 (2017): july-december

Section

Articles

License

Copyright Statement

- The authors authorize the publication of the article in the journal.

- The opinions and ideas expressed in articles are the authors' sole responsibility.

- The authors guarantee that the article is not the result of plagiarism. Failure to do so may result in penalties for the situation.

- Editors can adjust the text and formatting to fit the article according to the journal's publication standards.

- The articles published are the property of CBR and are protected by copyright. However, authors can disclose and make their articles available for free.