Nowadays, society is increasingly characterized by a growing feeling of uncertainty due to, for example, events like the global financial crisis, increasing political instability, and climate change. Consumers aim at compensating for this uncertainty by seeking reassurance in the brands they choose to buy and thus are preferring brands that are sincerely committed to delivering what they promise. Brands that are perceived to be authentic can fulfill this consumer desire, making brand authenticity one of the key values of brand image. Moreover, authenticity is described as a major success factor of brands.
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