AbstractThe purpose of this study is to shed light on the self–brand connection by analyzing two relationships: first, the effects on the self–brand connection of the association in a consumer's mind between the corporate strategy known as creating shared value (CSV) and brands that deploy this strategy; second, the effects on the self–brand connection of the association between corporate competence and brands. The paper examines whether the authenticity with which a firm deploys the CSV strategy (and markets products that are perceived as authentic) has a positive effect on the formation of self–brand connections among consumers. A company that manufactures eco‐friendly products and implements a CSV strategy as a means of managing its operations ethically was chosen as the research subject. A total of 1500 consumers participated in the survey. The study found that consumers' perceptions of the associations of CSV and corporate competence with the brand under study are closely related to the self–brand connection. Such associations can also generate self‐identification with a brand as well as brand loyalty. The authenticity of CSV activity and related products was found to play a critical role in the formation of consumer attitudes such as perception of sustainable development.