Abstract:

In times of increasing uncertainty within the preferences of product and service, authenticity including concepts such as individuality, reliability, continuity, originality and naturalness has become a fundamental human resource and a major factor for brand success.  The goal of this study is to measure brand authenticity and the effect of the brand authenticity on brand equity with the consumer-based perspective. Research data was obtained via face to face survey method from consumers who bought at fast food service businesses. Exploratory factor analysis, confirmatory factor analyses and structural equation modeling were employed to investigate the hypothesized relationships. As a result of the research, it has been found that originality, reliability/naturalness dimensions have significant effects on the measurement of brand authenticity. In addition, it was observed that overall brand authenticity has high effect on overall brand equity.

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