Disentangling the meanings of brand authenticity: The entity-referent correspondence framework of authenticity

Moulard, Julie Guidry; Raggio, Randle D.; Folse, Judith Anne Garretson

doi:10.1007/s11747-020-00735-1

Cited by 80 publications

(132 citation statements)

References 70 publications

Supporting

Mentioning

127

Contrasting

Order By: Relevance

“…Within the marketing literature, 23 of 28 definitions (82%) were of subtypes. Put another way, only five articles in marketing (Beverland and Farrelly 2010;Holt 2002;Moulard, Raggio, and Folse 2021;Newman and Dhar 2014;Schallehn, Burmann, and Riley 2014) attempted to define what it means to be authentic in a general sense.…”

Section: The Literature On Authenticitymentioning

confidence: 99%

The Concept of Authenticity: What It Means to Consumers

Nunes¹,

Ordanini²,

Giambastiani³

2021

Journal of Marketing

125

View full text Add to dashboard Cite

The literature is filled with numerous idiosyncratic definitions of what it means for consumption to be authentic. The authors address the resulting conceptual ambiguity by re-conceptualizing authenticity, defining it as a holistic consumer assessment determined by six component judgements (accuracy, connectedness, integrity, legitimacy, originality, and proficiency) whereby the role of each component can change based on the consumption context. This definition emerges from a two-stage, multi-method concept reconstruction process leveraging data from more than 3,000 consumers across no less than 17 different types of consumption experiences. In stage one, they take a qualitative approach employing both in-depth interviews and surveys (one conducted on a nationally representative sample) to identify authenticity’s six constituent components. The final components are based on themes emerging from consumer data that were integrated and reconciled with existing definitions in the literature. In stage two, quantitative analyses empirically estimate the six components and support the composite formative nature of the construct. While the authors document how certain components contribute to assessments of authenticity differently across contexts, they also show authenticity has consumer-relevant downstream consequences while being conceptually distinct from consumer attitudes. Their findings offer practitioners direction regarding what to emphasize in order to convey authenticity to consumers.

show abstract

Section: The Literature On Authenticitymentioning

confidence: 99%

The Concept of Authenticity: What It Means to Consumers

Nunes¹,

Ordanini²,

Giambastiani³

2021

Journal of Marketing

125

View full text Add to dashboard Cite

show abstract

“…Likewise, the meanings of brand authenticity in a traditional brand context have also been debated (Beverland and Farrelly, 2010). Nonetheless, Moulard et al (2020) offer a new conceptualization of brand authenticity that provides clarity to the brand authenticity literature and will likely be useful in understanding a human brand's authenticity. Moulard et al's (2020) Entity-Reference Correspondence (ERC) framework of authenticity provides a general definition of authenticity.…”

Section: Human Brand Authenticitymentioning

confidence: 99%

“…True-to-ideal authenticity TTI authenticity is defined as a consumer's perception of the extent to which an entity's attributes correspond with a socially determined standard (Moulard et al, 2020). A standard is socially constructed (Guba and Lincoln, 1994;Leigh et al, 2006) and may be debated and may change over time.…”

Section: Human Brand Authenticitymentioning

confidence: 99%

“…True-to-self authenticity Finally, the ERC framework of authenticity (Moulard et al, 2020) suggests a third authenticity type. TTS authenticity is defined as "a consumer's perception of the extent to which an entity's behavior corresponds with its intrinsic motivations as opposed to extrinsic motivations" (Moulard et al, 2020). TTS authenticity entails a brand (or more specifically, the brand's creators, producers, managers, etc.)…”

Section: True-to-fact Authenticitymentioning

confidence: 99%

“…Their framework offers numerous propositions that could be applied to a human brand context. Nonetheless, Moulard et al (2020) encourage an expansion of each of the authenticity types' conceptual models. Further, given the distinctions between human brands and traditional brands (e.g.…”

Section: Closing Remarks On the Entity-referent Correspondence Framework Of Authenticity In Human Brandingmentioning

confidence: 99%

See 2 more Smart Citations

Guest editorial

Moulard

Pounders

2020

JPBM

Self Cite

View full text Add to dashboard Cite

Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

Rixom

2023

J of Consumer Behaviour

View full text Add to dashboard Cite

This research investigates both the downstream effect of perceived brand authenticity on consumers' actual, consequential choice and the important role of inferred brand dedication in the relationship between perceived brand authenticity, anticipated quality, and purchase intentions. We also investigate the interactive effect of two source-related factors-intrinsic motivation and congruity-on consumers' brand authenticity perceptions. We present findings from three studies using different

show abstract

Disentangling the meanings of brand authenticity: The entity-referent correspondence framework of authenticity

Cited by 80 publications

References 70 publications

The Concept of Authenticity: What It Means to Consumers

The Concept of Authenticity: What It Means to Consumers

Guest editorial

Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

Contact Info

Product

Resources

About