Brand Authenticity (Continuity)

What it measures

A four-item scale measuring the perceived temporal continuity and historical depth of a brand — the extent to which it is seen as having an enduring heritage, transcending passing trends, and maintaining a timeless identity across time. Items tap the sense that the brand has history, survives the passage of time, resists trends, and carries a timeless quality. As one of four theoretically derived dimensions of brand authenticity, the continuity subscale captures the historical rootedness aspect of authentic brand perception.

Representative items

• _____ seems like a brand with a history.
• _____ seems like a brand that survives times.
• _____ seems like a timeless brand.

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.