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authenticity

How much a person believed a brand's message to be genuine and that it expressed concern about consumers is measured with five, seven-point Likert-type items.

The extent to which a brand is viewed as authentic and credible is measured with three, nine-point uni-polar items. 

The scale uses four, nine-point items to measure which of two objects a person considers to be more valuable and preferable to own. 

The rarity and scarcity of an object, such as a product, is measured in this scale with three, nine-point Likert-type items.

Six, nine-point semantic differentials measure the degree to which a consumer believes a product is an accurate fulfillment of the creator’s vision.

Five, seven-point Likert-type items are used to measure a person’s attitude regarding the bias and believability of a particular news story to which he/she has been exposed.

Three, nine-point Likert-type items are used to measure the degree to which a person believes an object has a special intangible quality, something that can be viewed as its “essence” or “aura.”

With four items, the scale measures the degree to which a product is believed to be genuine and original in some unstated way.  

Nine-point Likert-type items are used to measure a consumer’s belief that there is evidence that a particular product is genuinely a particular brand rather than a fake or confusingly similar one.  A two- and a four-item version are provided.

A consumer’s belief that a particular product contains the legitimate and genuine character of a particular brand is measured with three, nine-point Likert-type items. The scale could also be referred to as measuring “contagion” or “transferred essence.”