Brand authenticity: a means-end chain analysis of consumer motivations

Although brand authenticity has become a topic of increasing interest in recent decades, only a limited number of studies have investigated authenticity from the consumer’s perspective. The present research addresses this gap by examining the motives and motivational patterns underlying consumer perceptions of brand authenticity. A means-end chain (MEC) analysis was conducted to provide insight into consumer motivations toward brand authenticity. Through a series of laddering interviews, four underlying consumer values were uncovered: security, belonging, status, and self-actualization. The analysis also revealed seven main brand attributes that influence perceptions of authenticity: originality, high quality, ethical conduct, uniqueness, honesty, product superiority, and inherent value. These attributes were found to shape consumers’ perceptions through a network of perceived consequences and deeper personal values. The study uses an unconventional method for examining brand authenticity by employing the MEC framework, thereby offering an integrated perspective on the links between brand attributes, perceived consequences, and underlying values. By adopting a consumer-centered perspective, this research contributes to the brand authenticity literature and provides a more comprehensive understanding of the motivational mechanisms underlying consumers’ evaluations of authentic brands, with implications for both future research and marketing practice.