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1. Introduction
Authenticity has emerged as a consumer-desired attribute, reflecting a perception of a brand being unique, genuine or original (Bruhn et al., 2012) and to help marketers to differentiate their brands from competing brands. The need for authentic brands is perhaps an outcome of a general air of consumer mistrust towards business (Young and Rubicam, 2013).
Academic research offers various conceptualizations of authenticity and insights into how consumers ascribe authenticity to objects, such as, through examining factual (e.g. spatio-temporal) indexical cues (Grayson and Shulman, 2000), inherent connections with an object’s heritage, pedigree and craftsmanship (Beverland, 2006) or through existential and self-enhancing means (Leigh et al., 2006). Though offering rich foundational insights, such conceptualizations are derived mainly from premium and niche consumption contexts, such as vintage/classic vehicles (Brown et al., 2003; Leigh et al., 2006), themed heritage attractions (Goulding, 2000; Grayson and Martinec, 2004) and ultra-premium wine (Beverland, 2006).
We enter the ongoing discourse on authenticity from a different perspective. There are many products and brands that do not possess inherent (e.g. heritage- or craftsmanship-based) authenticity as articulated in the influential works, yet strive to attain competitive differentiation. Such brands are mass-produced, frequently purchased and consumed, fast-moving consumer goods (FMCGs). FMCG brands are typically low-involvement products with limited inherent/objective authenticity. Worldwide, the consumer packaged goods market in 2014 was $8tn and may grow to $14tn by 2025 (McKinsey, 2015).
Within this category, we focus on perceived brand authenticity, that is, a brand evaluated in light of consumers’ beliefs, expectations and perspectives (Morhart et al., 2015), and we define an authentic brand as one that is perceived by consumers as having a clear philosophy; one with a sense of what it stands for; a brand that lives up to its promise and is true to itself. Consumer evaluations of brand marketing communications may play a role in shaping brand authenticity perceptions directly and through clarifying a brand’s positioning. For instance, Dove’s® Campaign for Real Beauty has been instrumental in clarifying Dove’s® brand positioning, and subsequently establishing it as an authentic brand. Yet, little extant research has investigated the role of consumer evaluation of brand marketing communication on brand positioning clarity and perceived brand authenticity in FMCGs. Thus, there...