Brand Authenticity (Integrity)

What it measures

A five-item scale measuring the degree to which a brand is perceived as morally principled, honest, and genuinely committed to the values of its consumers and society. Items tap perceived moral principles, fidelity to a value set, consumer orientation, honesty, and alignment with broader social values. As the integrity dimension of the Morhart et al. (2015) brand authenticity framework, this subscale captures the ethical and value-driven foundation of authentic brand perception — the sense that a brand's identity is grounded in genuine moral commitments rather than market performance.

Representative items

• _____ seems like a brand with moral principles.
• _____ seems like an honest brand.
• _____ seems like a brand that cares about consumers.

Citation

Morhart, Felicitas, Lucia Malär, Amélie Guèvremont, Florent Girardin, and Bianca Grohmann (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200–218.