Shaver, Megan2021-04-192021-04-192016-04-19https://hdl.handle.net/20.500.14446/329283The main intention of this thesis is to contribute to the current research on brand authenticity. The value of brand authenticity has grown as consumers attempt to differentiate between brands. This study was conducted to analyze authentic (vs. inauthentic) brands while considering the objectivist theory. There is currently minimal completed research in the field considering this theory. Building on Morhart's (2015) description of the objectivist theory, this thesis focuses on the physical object tied to a brand. The pre-test considered and compared consumers' opinions of two brands, Honda and Hyundai. Results show Honda as more authentic (vs. inauthentic) than Hyundai. The main study took those results and manipulated the product features to analyze the impact of change on brand authenticity. Numerous factors were considered during examination of the study outcome. It was expected authentic (vs. inauthentic) brands would show less favorable when the product features change. Results of the main study show theoretically change is ultimately more important than brand authenticity.application/pdfCopyright is held by the author who has granted the Oklahoma State University Library the non-exclusive right to share this material in its institutional repository. Contact Digital Library Services at lib-dls@okstate.edu or 405-744-9161 for the permission policy on the use, reproduction or distribution of this material.Honors Thesisbrand authenticityproduct featuresobjectivist theoryauthenticinauthentic