Time-Honored Brand Authenticity: Its Measurement and Influence
XU Wei,WANG Ping,WANG Xinxin,SONG Sigen
1. Anhui University of Finance & Economics, Bengbu, Anhui, China; 2. Fudan University, Shanghai, China; 3. Shanghai University of Finance and Economics, Shanghai, China
Abstract：Authenticity theory provides a new idea to solve time-honored brand aging problem. But relevant research has been seriously lagging behind, and the main reason lies in the lack of time-honored brand authenticity scales. Compiling questionnaire based on authenticity theory and in-depth interview data, we select time-honored brands of listed companies as subject brands, and construct THBA scale with good reliability and validity through exploratory and confirmatory factor analysis. We distinguish three dimensions and name them as original, constructive, and self authenticity. Moreover, subsequent results by hierarchical regression analysis showed that these three types of authenticity are helpful for consumers to enhance their brand identity. Our results contribute to long-term brand management of time-honored brand.
2015, Vol. 12 
