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Purpose – The purpose of this paper is to develop a model of brand authenticity and analyze the antecedents and effects of the construct. Although there is no doubt about the relevance of authenticity in personal relationships, published research has yet not thoroughly explored the concept’s meaning in reference to brands. Design/methodology/approach – Based on socio-psychological attribution theories and grounding on the identity-based brand management approach, a causal model of brand authenticity is developed. The hypothesized relationships are analyzed using the partial-least-squares approach. The primary data are based on an online survey conducted in Germany (n = 600). The respondents were asked about fast-food and beer brands. Findings – The data show that brand authenticity positively impacts on brand trust. Furthermore, the key antecedents in the model (consistency, continuity and individuality of a brand) drive the perception of brand authenticity as hypothesized. Research limitations/implications – The model should be tested in further product categories and moderators should be integrated. Originality/value – The findings suggest that authenticity is perceived when a brand is consistent, continuous and individual in its behavior. Nevertheless, the empirical results indicate that the factor individuality has the lowest influence on perceived brand authenticity. This is an interesting finding, as being “unique” is commonly regarded as an important success factor in branding. Although the study’s findings confirm its relevancy, they relativize its importance: being consistent, meaning that a brand fulfills its brand promise at every brand-touch point, and being continuous, meaning that the brand promise reflects the essential core of the brand, are of major importance.

Aspekte der Authentizität von Marken werden innerhalb der Markenforschung bislang nur ansatzweise thematisiert. Dies steht im Gegensatz zur wachsenden Bedeutung des Konstrukts in der Marketingpraxis. Gerade vor dem Hintergrund zunehmend austauschbar wahrgenommener Marktangebote sowie einer durch die neuen Medien hervorgerufenen erhöhten Markttransparenz ist davon auszugehen, dass zukünftig nicht mehr der selbst definierte Markenanspruch, sondern vermehrt die vom Kunden wahrgenommene Marken-Authentizität für den Markenerfolg entscheidend sein wird. Der Beitrag entwickelt eine Konzeptualisierung und Operationalisierung der Marken-Authentizität, die als Ausmaß identitätsbasierter Handlungsverursachung definiert wird. Authentizität wird durch die Wahrnehmung der Individualität, Konsistenz und Kontinuität einer Marke beeinflusst. Die Erfolgswirkung einer authentischen Marke liegt darin begründet, dass sie die Zuschreibung von Markenvertrauen positiv beeinflusst. So far, aspects of brand authenticity play a minor role in academic marketing research, although there is no doubt about the relevance of the concept for business practice. Especially growing brand parity and market transparency caused by new internet-based communication devices will place more importance on the authenticity of brands in the future. This article develops a comprehensive concept of brand authenticity, grounding on the identity-based brand management approach. Relevant antecedents and effects of brand authenticity are conceptualized and quantitatively analysed. Brand authenticity is defined as the degree to which brand identity is causally linked to brand behaviour. Brand authenticity is perceived, when a brand fulfils its brand promise in a unique, consistent and continuous way. A positive outcome of brand authenticity is brand trust.