The potential of a scale to measure relationship authenticity in marketing is explored. A measure of this type is argued to be particular valuable when brands have a difficult time in partnering with charitable organizations. An exploratory study and a pilot study suggest that there is potential for development of a full scale.

• T. Bettina Cornwell(University of Oregon, USA)
• Aaron Charlton(University of Oregon, USA)
• Marjorie Taylor(University of Oregon, USA)