Click here to download

The effect of brand authenticity on brand attachment and consumers’ sense of social distinction
Author/s: Matteo Corciolani, Mariarita Santanelli 
Year:  2014 Issue: Language: Italian 
Pages:  23 Pg. 37-59 FullText PDF:  721 KB
DOI:  10.3280/MC2014-001003
(DOI is like a bar code for intellectual property: to have more infomation:  clicca qui   and here 

The authors analyse four different dimensions of the construct of authenticity (two types of indexicality and two types of iconicity) which are important in music consumption. Through an empirical research based on a sample of 233 respondents, they show that these dimensions play a significant role in the assessment of authenticity. Moreover, they provide evidences that these dimensions positively influence brand attachment and a sense of social distinction on the part of consumers. Finally, they show that product involvement moderate the relationships between indexicality and brand attachment, and between indexicality and social distinction. However, product involvement does not affect the relationships between iconicity and brand attachment, and between iconicity and social distinction.
Keywords: Consumer behaviour, authenticity, brand attachment, social distinction, product involvement, popular music

  1. Arsel Z., Thompson C.J. (2011). Demythologizing consumption practices: How consumers protect their field-dependent capital from devaluing marketplace myths. Journal of Consumer Research, 37: 791-806,, DOI: 10.1086/656389
  2. Attali J. (1985). Noise: The Political Economy of Music. Minneapolis: University of Minneapolis.
  3. Bagozzi R.P., Yi Y. (2012). Specification, evaluation, and interpretation of structural equation models. Journal of the Academy of Marketing Science, 40: 8-34,, DOI: 10.1007/s11747-011-0278-x
  4. Barker H., Taylor Y. (2007). Faking it: The Quest for Authenticity in Popular Music. New York: W.W. Norton & Co.
  5. Bartolazzi F.V., Forlani F. and Fortezza F. (2008). Caratteri e potenzialità degli eventi come “esperienze mediterranee”: Il caso “Palio de lo Daino”. Mercati e Competitività, 4: 71-99.
  6. Beatty S.E., Talpade S. (1994). Adolescent influence in family decision making: A replication with extension. Journal of Consumer Research, 21: 332-341,, DOI: 10.1086/209401
  7. Beltramini, R.F. (1983). Student surrogates in consumer research. Journal of the Academy of Marketing Science, 11: 1003-1029.
  8. Beverland M.B., Farrelly F.J. (2010). The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36: 838-856,, DOI: 10.1086/615047
  9. Brown S., Kozinets R.V. and Sherry J.F. (2003). Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing, 67: 19-33,, DOI: 10.1509/jmkg.
  10. Bruhn M., Schoenmüller V., Schäfer D. and Heinrich D. (2012). Brand authenticity: Towards a deeper understanding of its conceptualization and measurement. In: Gürhan-Canli Z., Otnes C. and Zhu R.J., editors. Advances in Consumer Research. Vol. 40. Duluth: Association for Consumer Research, 567-576.
  11. Celsi R.L., Olson J.C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15: 210-224,, DOI: 10.1086/209158
  12. Cook T.D., Campbell D.T. (1979). Quasi-experimentation: Design and Analysis Issues for Field Settings. Houghton Mifflin Company: Boston.
  13. Corbetta P. (1998). Metodologia e Tecniche della Ricerca Sociale. Bologna: il Mulino.
  14. Corciolani M. (2010). La Ricerca di Autenticità nei Processi di Consumo. Analisi sul Campo e Implicazioni di Marketing per il Settore Discografico. Pisa: Plus.
  15. Corciolani, M., Santanelli, M. (2014). L’effetto dell’autenticità sull’attaccamento alla marca. Prime evidenze empiriche e implicazioni di marketing. In: Collesei U., Andreani J.C., editors, Atti del XIII Congresso Internazionale Marketing Trends. Venezia, 24-25 Gennaio.
  16. Cucco R., Dalli D. (2008). 500wantsyou. Un caso di convergenza tra retro-marketing, cooperative innovation e community management. Economia e Management, 2: 53-72.
  17. Dalli D. (2004). La ricerca sul comportamento del consumatore: Lo stato dell’arte in Italia e all’estero. Mercati e Competitività, 0: 45-65.
  18. Derbaix M., Decrop A. (2007). Authenticity in the performing arts: A foolish quest? In: Fitzsimons G., Morwitz V., editors, Advances in Consumer Research. Vol. 34. Duluth: Association for Consumer Research, 75-80.
  19. Efron B., Tibshirani R.J. (1993). An Introduction to the Bootstrap. New York: Chapman and Hall.
  20. Ewing D.R., Allen C.T. and Ewing R.L. (2012). Authenticity as meaning validation: An empirical investigation of iconic and indexical cues in a context of “green” products. Journal of Consumer Behaviour, 11: 381-390,, DOI: 10.1002/cb.1382
  21. Field A.P. (2009). Discovering Statistics Using SPSS (And Sex and Drugs and Rock’ n’ roll) (3rd ed.). London: Sage.
  22. Fournier S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24: 343-373,, DOI: 10.1086/209515
  23. Gilmore J.H., Pine J.B. (2007). Authenticity: What Consumers Really Want. Boston: Harvard Business School Press.
  24. Grayson K., Martinec R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31: 296-312,, DOI: 10.1086/422109
  25. Hartshorne C., Weiss P. and Blank A., a cura di (1998). Collected papers of Charles Sanders Peirce. Bristol: Thoemmes.
  26. Holt D.B. (1998). Does cultural capital structure American consumption? Journal of Consumer Research, 25: 1-26,, DOI: 10.1086/209523
  27. Holt D.B. (2002). Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 29: 70-90,, DOI: 10.1086/339922
  28. Iacobucci D. (2001). Continuous and discrete variables – Treating an individual difference predictor as continuous or categorical (Special issue on methodological and statistical concerns of the experimental behavioral researcher). Journal of Consumer Psychology, 10: 37-53.
  29. Kolar T., Zabkar V. (2009). A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing? Tourism Management, 30: 1-13,, DOI: 10.1016/j.tourman.2009.07.010
  30. MacCallum R.C., Zhang S., Preacher K.J. and Rucker D.D. (2002). On the practice of dichotomization of quantitative variables. Psychological Methods, 7: 19-40,, DOI: 10.1037//1082-989X.7.1.19
  31. Malär L., Krohmer H., Hoyer W.D. and Nyffenegger B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75: 35-52,, DOI: 10.1509/jmkg.75.4.35
  32. Maxwell S.E., Delaney H.D. (1993). Bivariate median splits and spurious statistical significance. Psychological Bulletin, 66: 464-472,, DOI: 10.1037/0033-2909.113.1.181
  33. Napoli J., Dickinson S.J., Beverland M.B. and Farrelly F. Measuring consumer-based brand authenticity. Journal of Business Research, in uscita.
  34. Nunnally J. (1978). Psychometrical Theory (2nd ed.). New York: McGraw-Hill.
  35. Ostillio M.C., Di Donato C. and Carù A. (2012). Vintage autentico o autenticità nel vintage? Micro e Macro Marketing, 2: 305-332,, DOI: 10.1431/37983
  36. Park C.W., MacInnis D.J. and Priester J. (2006). Beyond attitudes: Attachment and consumer behavior. Seoul National Journal, 12: 3-36.
  37. Park C.W., MacInnis D.J., Priester J., Eisingerich A.B. and Iacobucci D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74: 1-17,, DOI: 10.1509/jmkg.74.6.1
  38. Park C.W., Young S.M. (1986). Consumer response to television commercials: The impact of involvement and background music on brand attitude formation. Journal of Marketing Research, 23: 11-24,, DOI: 10.2307/3151772
  39. Peterson R.A. (2005). In search of authenticity. Journal of Management Studies, 42: 1083-1098,, DOI: 10.1111/j.1467-6486.2005.00533.x
  40. Petty R.E., Cacioppo J.T. (1986). The Elaboration Likelihood Model of Persuasion. New York: Academic Press.
  41. Potter A. (2010). The Authenticity Hoax. New York: Harper.
  42. Rose R.L., Wood S.L. (2005). Paradox and the consumption of authenticity through reality television. Journal of Consumer Research, 32: 284-296,, DOI: 10.1086/432238
  43. Spiggle S., Nguyen H.T. and Caravella M. (2012). More than fit: Brand extension authenticity. Journal of Marketing Research, 49: 967-983,
  44. Thomson M. (2006). Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing, 70: 104-119,, DOI: 10.1509/jmkg.70.3.104
  45. Thomson M.D., MacInnis D.J. and Park C.W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15: 77-91,, DOI: 10.1207/s15327663jcp1501_10
  46. Thornton S. (1998). Dai Club ai Rave. Musica, Media e Capitale Sottoculturale. Milano: Feltrinelli.
  47. Trilling L. (1972). Sincerity and Authenticity. Cambridge: Harvard University Press.
  48. Troilo G. (2002). Postmodernità, consumo e marketing dei beni artistici e culturali. Micro & Macro Marketing, 11: 9-31,, DOI: 10.1431/2990
  49. Veblen T. (1969). La Teoria della Classe Agiata. Milano: Il Saggiatore.

Matteo Corciolani, Mariarita Santanelli, The effect of brand authenticity on brand attachment and consumers’ sense of social distinction in "MERCATI E COMPETITIVITÀ" 1/2014, pp. 37-59, DOI:10.3280/MC2014-001003


FrancoAngeli is a member of Publishers International Linking Association a not for profit orgasnization wich runs the CrossRef service, enabing links to and from online scholarly content