Brand Authenticity Scale

What it measures

Measures consumer perceptions of brand authenticity across three dimensions. Quality Commitment captures the brand's consistent delivery of high quality, craftsmanship, and reliability over time. Heritage captures the brand's historical roots, origin story, and continuity with its founding values and traditions. Sincerity captures the brand's honest, genuine, and non-commercially motivated communication and behaviour. Brand authenticity is a powerful driver of consumer trust, brand attachment, willingness to pay premiums, and forgiveness of brand failures. Consumers increasingly scrutinise brand authenticity in response to purpose-washing, greenwashing, and performative brand activism. The BAS is the most widely used consumer-based brand authenticity scale in marketing research.

Representative items

• This brand is committed to quality. (Quality Commitment)
• This brand delivers consistent quality. (Quality Commitment)
• This brand has a long history. (Heritage)
• This brand has genuine roots. (Heritage)
• This brand is honest in its communications. (Sincerity)

Citation

Napoli, J., Dickinson, S.J., Beverland, M.B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67(6), 1090–1098.