Sponsorship Authenticity Scale

What it measures

Measures perceptions of brand authenticity across four dimensions: continuity (connection to heritage), credibility (honest representation), integrity (genuine motives), and symbolism (enabling consumers to express their true selves). Widely used in sponsorship, cause-related marketing, and brand management research to assess whether consumers view brand associations as genuine.

Representative items

• This brand has a rich history. (Continuity)
• This brand is deeply rooted in its origins. (Continuity)
• This brand delivers on its promises. (Credibility)
• This brand is sincere in its communications. (Credibility)
• This brand is driven by values rather than profit. (Integrity)

Citation

Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200–218.