KOREASCHOLAR

To identify the antecedents of repurchasing intention toward fast fashion brands, this study was conducted to examine brand authenticity and brand identification as both direct and indirect antecedents of repurchasing intention through fast fashion brand love. Through convenience sampling, 266 university students in Seoul metropolitan area completed a questionnaire survey. Data were analyzed using SPSS for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. Factor analysis revealed the following: for brand authenticity, four dimensions(‘originality,’ ‘reliability,’ ‘continuity,’ and ‘naturalness’) were revealed; for both consumer brand identification and repurchase intention one dimension was revealed; and for brand love two dimensions were revealed(‘passion’ and ‘affection’). Path analysis confirmed that ‘reliability’ and ‘naturalness’in relation to brand authenticity indirectly influenced repurchase intention through ‘passion’(as a factor of brand love) and directly influenced repurchase intention. Further, ‘continuity’ in relation to brand authenticity indirectly influenced repurchase intention through ‘affection’(as a factor of brand love) and directly influenced repurchase intention. Consumer brand identification influenced repurchase intention indirectly through two factors of brand love. These results suggest that fast fashion brand marketers should implement effective strategies that consider consumers’perceptions of brand authenticity, consumer brand identification, and brand love.

Abstract
I. Introduction
Ⅱ. Background
    1. Repurchase intention
    2. Brand authenticity
    3. Brand identification
    4. Brand love
Ⅲ. Methods
    1. Research questions
    2. Measurement and analysis
    3. Data collection
Ⅳ. Results and Discussion
    1. Exploratory factor analysis
    2. Confirmatory factor analysis
    3. Research model test
Ⅴ. Conclusion
References

• Hye-Jung Park(한국산업기술대학교 지식융합학부) | 박혜정 Corresponding author