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.

Response format

7-point Likert

Scale items

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

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

FILL-IN-THE-BLANK FORMAT: Blanks should be replaced with the brand name. Alpha ranged from .88 to .95 across multiple studies — Han et al. (2021, Journal of Marketing Research 58(4), 712–729). VALIDITY: Han et al. (2021) conducted factor analyses confirming item loading on the continuity dimension. Original scale development: Morhart et al. (2015) developed the full brand authenticity measurement battery across multiple phases and studies, validating four dimensions (Continuity, Credibility, Integrity, and Symbolism). This subscale is part of that validated battery. Companion to Brand Authenticity (Integrity) (BRAUI, ID 2047). Researchers should consult Morhart et al. (2015) for full scale documentation.

Recommended companion scales

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.

Keywords