Consumers' Perceived Brand Authenticity: Scale Development and Its Application to Advertisement

2016 Fiscal Year Final Research Report

• Project/Area Number: 26590077
• Research Category: Grant-in-Aid for Challenging Exploratory Research
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Kobe Yamate University (2015-2016); Kobe Shukugawa Gakuin University (2014)
• Principal Investigator: TANAKA Shoji 神戸山手大学, 現代社会学部, 講師 (70704922)
• Project Period (FY): 2014-04-01 – 2017-03-31
• Keywords: 本物感 / カテゴリー / ブランド

Outline of Final Research Achievements

The purpose of this research is to extract the elements of consumers’ perceived brand authenticity and to develop the scale according to its elements. This study also provides a way of brand management that incorporates a new viewpoint of brand authenticity while using elements obtained as a result of scale development. Specifically, we explain the following three findings. First, we developed a scale of elements to measure brand authenticity. Then, we applied it to advertisement expression while classifying the resulting elements. Finally, we proposed brand management based on the process of forming brand authenticity.

Free Research Field

消費者行動　マーケティング