This scale measures how much a consumer believes a brand has stayed true to its original founding values and principles rather than compromising them. Biraglia et al. (2023) used it across nine studies to explain why consumers react negatively when an authentic brand is acquired by another company.
7-point scale (strongly disagree (1) to strongly agree (7))
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was strong to excellent across all nine studies (α = .85 to .96; Biraglia et al. 2023). A factor analysis in Study 2 showed the three items loaded strongly on one factor and were distinct from a purchase-intention measure, offering preliminary support for convergent and discriminant validity. Note: the items are reused verbatim from Napoli et al.'s (2014) established Brand Authenticity scale, already catalogued in this database (ID 397); reliability here reflects the focal paper's own administration across nine studies.
Biraglia, Alessandro, Christoph Fuchs, Elisa Maira, and Stefano Puntoni (2023), "When and Why Consumers React Negatively to Brand Acquisitions: A Values Authenticity Account," Journal of Marketing, 87 (4), 601-617.
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