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The authenticity of a product service is the belief that it is authentic. It can also mean not being an imitation. The authenticity of a brand is measured by its reputation, its history and its relationship to certain values. The concept of authenticity is essential in branding and marketing, and it is important to consumers as well.
Brand authenticity is a subject of study for several researchers. For example authenticity has been examined by Grayson (2011), Balmer and Burghausen (2015), and Hudson (2011). Other researchers have investigated authenticity in the context of corporate heritage brands. This research examined the way in which the concept of authenticity is used by consumers to determine the authenticity of a company’s heritage. The research found that there are two aspects that consumers look at when assessing the authenticity of a company’s heritage: its provenance, and its materiality.
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