. Research aim & Objectives

  . Research aim & Objectives Taking into consideration the lack of consistency on the conceptualisation and measurement of brand authenticity along with the necessity to investigate the impact of national culture in regards to brand authenticity, this study’s main research objective is to enrich brand authenticity’s conceptualization, develop a new scale and with established invariance in a new culture, test the construct’s predictive power with a model of drivers and outcomes across two distinct cultures. Thus, this study addresses the following three research questions and three sub-questions: -What is brand authenticity? -Which are the key drivers of brand authenticity? -Which are the key outcomes of based authenticity? -What is the impact of national culture on key drivers of authenticity ? -What is the impact of national culture on key outcomes of authenticity ? -Which are the differences of the perception of authenticity across cultures?