Measures the degree to which a consumer believes a specific product contains the true essence, heritage, and pedigree of the brand from which it originates. Grounded in contagion theory — the notion that objects can acquire a special aura or essence from their source through physical contact — the scale captures whether the product is seen as a legitimate carrier of the brand's authentic character. Distinct from general brand authenticity scales in its focus on a specific product instance rather than the brand as a whole.
Newman, G.E., & Dhar, R. (2014). Authenticity is contagious: Brand essence and the original source of production. Journal of Marketing Research, 51(3), 371-386.
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