品牌本真性概念探析：内涵、维度与测量

在品牌发展过程中，品牌自身可能经历品牌创新、品牌易主、品牌延伸、品牌国际化和本土化等改变，这些变化可能使品牌偏离其原本的样貌，也可能使消费者对其本真性存有疑惑。在全球化和后现代社会发展过程中，品牌变化的程度和速度都在加快，塑造本真的品牌、建构消费者信任的品牌愈来愈受到学界和业界的关注。品牌本真性作为一个整体概念，不仅涉及到产品的地道、品牌传统的延续和企业社会责任，更与消费者的自我实现相关联。文章基于艺术学、旅游学和社会学对“本真性”的研究，梳理营销领域的品牌本真性内涵，阐释品牌本真性的维度，总结现有的关于品牌本真性的测量，明晰关于品牌本真性的研究争议，并探讨品牌本真性的未来研究方向。

Brand Authenticity: A Review of Its Conceptualization,Dimension and Measurement

A brand may experience some changes in the process of brand development, such as brand innovation, brand merger, brand extension, brand globalization and localization, and these may lead to consumers' confusion about the authenticity of the brand. With the development of globalization and post-modernity, changes in brands have been accelerated. To build an authentic and trustful brand thus becomes important to both the academia and the industry. Brand authenticity includes product originality, brand heritage and corporate social responsibility, as well as consumer's self-realization. Based on the authenticity research from various perspectives such as arts, tourism and sociology, this paper reviews the conceptualization of brand authenticity in marketing. In addition, different dimensions of brand authenticity are elaborated, the existing measurements are summarized, related research controversies are clarified, and finally future research directions are discussed.