The aim of this study is to model and analyze the structural relationships among constructs influencing the authenticity evaluation of emerging brands using an interpretive structural modeling (ISM) approach. In terms of purpose, this research is applied, and in terms of nature, it is exploratory. The statistical population comprises branding and marketing experts, consisting of 15 participants in the interview stage and 10 experts in the structural modeling phase. Sampling was conducted purposively and via snowballing, continuing until theoretical saturation was achieved.The study was carried out in two distinct steps. In the first step, qualitative data were gathered through semi-structured interviews with academic experts and branding/marketing professionals. In the second step, the structural relationships among the constructs were analyzed based on expert judgments. The qualitative findings led to the identification of 12 key drivers which, alongside the constructs of “brand trust” and “brand authenticity,” formed the final 14-construct conceptual model. Subsequently, interpretive structural modeling (ISM) was utilized to establish the hierarchical levels of the constructs, and MICMAC analysis was employed to determine their driving and dependence power.The results revealed that the constructs are positioned across three main levels: foundational drivers, brand trust as an intermediary construct, and brand authenticity as the final dependent construct. Furthermore, purchase intention can be explained as a behavioral outcome within this structural chain. Overall, the findings indicate that certain constructs act as drivers while others play a dependent role; therefore, the authenticity evaluation of emerging brands should be conducted based on the structural relationship among constructs rather than merely considering a list of isolated factors.