Abstract

Both brand ethicality and brand authenticity focus on the moral behavior of a brand, yet the link between these two constructs is only poorly understood. Building on and integrating findings from prior research, this article suggests that authentic brand ethicality (ABE), defined as the degree to which consumers perceive a brand’s moral behavior as genuine, real, or true, represents an important extension of extant brand ethicality scales available. Using a multistep scale development procedure, this study provides a robust 12-item full scale and a 7-item parsimonious scale of ABE that are sound in their psychometric properties and show predictive and known-group validity. Furthermore, placing ABE into a broad theory-based nomological network reveals its mediating role between important brand-, customer-, and employee-related antecedents and outcomes as well as its function in moderating relationships. Overall, this research yields a deeper understanding of ABE’s conceptualization, measurement, drivers, consequences, and role in mediating and moderating relationships and provides managerially relevant outcomes.