KOREASCHOLAR

This study aims to understand the influence of authentic marketing on the formation of trust between brands and customers and consumers’ purchase intentions and to analyze the role that brand trust has in this process. In doing so, it examines the specific aspects of authentic marketing that increase brand trust and contribute to the formation of purchase intentions, which could then be leveraged as key elements of a company’s marketing strategy. Data in this study was used frequency analysis and factor analysis through SPSS 26.0, and reliability analysis using Cronbach’s alpha coefficient. Subsequently, confirmatory factor analysis, path model analysis, and mediated effect analysis were performed using AMOS. Finding indicate that, identity and truth in authentic marketing had a positive effect on brand trust but heritage and reality did not affect brand trust. It was also found that the factors of identity, heritage, reality, and trust did not significantly affect purchase intention. Additionally, brand trust was found to have a positive effect on purchase intention. Finally, the analysis indicates that brand trust plays a mediating role in the process of forming purchase intention through the factors of identity and truth in authentic marketing. Therefore, the core of authentic marketing is the sincere relationship between companies and consumers obtained from the clarity and integrity of messages, and in this process, mutual trust is built, which leads to product purchases. It can be surmised that the purpose of authentic marketing is to build relationships with consumers based on brand trust.

I. Introduction
Ⅱ. Literature Review and Hypothesis Development
    1. Authenticity marketing and brand trust
    2 .Authenticity marketing and purchase intention
    3. Brand trust and purchase intention
    4. The mediating role of brand trust
    5. Research model
Ⅲ. Method
    1. Measurement tools
    2. Data collection and analysis
Ⅳ. Result
    1. Measurement model results
    2. Hypothesis test
Ⅴ. Conclusion and Implications

• Hye Jung Kim(Adjunct Professor, Dept. of Fashion Industry, Sungshin Women’s University, Korea) | 김해정 (성신여자대학교 의류산업학과 겸임교수)
• Young-Ju Rhee(Associate Professor, Dept. of Fashion Industry, Sungshin Women’s University, Korea) | 이영주 (성신여자대학교 의류산업학과 부교수) Corresponding author