This study examines the relationship between brand authenticity, brand equity, and customer satisfaction. A total of 263 participants participated in this study. Participants rated a set of three brands: Apple, Starbuck, and Nike. Each participant rated the extent to which the items described his or her authenticity with the brands listed, the equity of the brands listed, and feelings of satisfaction toward the brands. This study employs confirmatory factor analysis and structural equation modeling. The results indicate that 1) brand authenticity positively relates to brand equity, and 2) brand authenticity effects to customer satisfaction. The findings suggest that marketers can use the brand authenticity for assessment, planning, and tracking purposes to understand the authenticity of their brands for their customers. Products of authenticity brand are better liked, viewed as higher quality, offer greater value and are more likely to be purchased than less authenticity brand. They can command a significant price premium. The findings provide useful support and evidence for brand management, as well as companies in other developing countries, to engage more in brand practices as a core element of their strategic and brand management. This means that managers should work to increase perceptions of authenticity for their offerings.

Purpose – Electrical energy saving is one of the practical virtues relating to sustainable living. Therefore, policy-makers has tried to find a way to change the behaviors of individuals to encourage them to actively practice electrical energy saving, even if they have never had this concern or have only passively practiced electrical energy saving to this point. Prior research related to electrical energy saving can be categorized into several types. The first is focused on consumer characteristics linked to electrical energy saving. These studies are based on individual or household socio-demographic variables (e.g., age, gender, household income, education level, occupants, marital status, number of households), and psycho-graphics (e.g., environmental consciousness, value, attitude, motivation, lifestyle). The second is focused on policies (e.g., monetary incentives, information sharing, social comparison, feedback), and technologies (e.g., energy-efficiency home appliances, energy-reduced products, renewable resources). People generally have a favorable attitude towards electrical energy saving, while electrical energy saving practices tend to be less favorable. Therefore, it is necessary for policy-makers to seek out gaps between attitudes and behaviors and find alternatives to reduce these gaps. This study investigates the influence of authenticity on the behavioral intention of electrical energy saving. It is supposed that electrical energy saving practices are likely to be stronger as authenticity of individual or household becomes stronger. This study reviews prior literature and examines various studies to provide an understanding of the relationships between authenticity and electrical energy saving behavioral intention. Research design, data, and methodology – Hypothesis was drawn from analysis based on previous research. The items related to authenticity and electrical energy saving were selected from items found in previous research. To verify this hypothesis, data were collected via experimental survey method and the resulting data were analyzed using reliability analysis, correlation analysis, and hierarchical regression analysis. Results – This study found that authenticity had a positive impact on the behavioral intention of electrical energy saving. The higher the perceived degree of authenticity, the higher the behavioral intention of electrical energy saving. Conclusions – This study assesses the impact of authenticity on the behavioral intention of electrical energy saving. In order to enhance the practice of electrical energy saving, it is efficient strategy for policy-maker to improve the perceived authenticity of individuals.

피에트로 마리아 크리스피(1737-1797)는 로마에서 활동하던 교회 음악가이자 오르간 연 주자였다. 오늘날에는 거의 완전히 잊혀졌지만, 그는 당시에는 어느 정도의 국제적인 명성을 쌓았다. 로버트 브레머는 크리스피의 교향곡 한 곡을 1763년 영국 런던에서 출판하였으며, 찰스 버니는 1770년 로마에서 크리스피를 만났을 때, 그를 “유명한 교회 음악가”라고 불렀 다. 프리드리히 립만은 1968년 논문에서 로마의 도리아 팜필리 문서보관소에 저장되어 있는 18세기 이탈리아 교향곡 컬렉션을 소개하였다. 120여곡의 교향곡이 보관되어 있는 이 컬렉 션에 크리스피는 가장 많은 수인 18곡의 교향곡을 남겼다. 그러나 립만의 논문에도 불구하 고, 크리스피의 음악에 대한 체계적인 연구는 전무한 실정이다. 본 논문에서는 크리스피에 대한 전기적인 소개로 시작하여, 음악학자들이 그를 어떻게 기록하였는지를 간단히 살펴볼 것이다. 그 후, 크리스피 교향곡의 소소들을 연구할 것이며, 이후 양식 분석에 근거하여, 이 들의 진위여부를 판단할 것이다. 이를 통해 크리스피가 작곡한 것으로 알려진 5곡의 교향곡 이 그의 작품이 아닌 것으로 추정하겠다.

This study targets Korean culture theme park in Yeongju-Zone and World confucian scholar culture park in Bonghwa-Zone among the Three Major Cultural Areas Projects supervised by Ministry of Culture, Sports and Tourism. The study analyzes the Historical and Cultural Authenticity of each project on the basis of the reports and the report materials for meeting with related organizations. The results of the study are drawn as follows. First, through the theoretical consideration, this study drew the types of authenticity: originality, identity, specificity and visibility, which are evaluation items on the Historical and Cultural Authenticity. Second, Bonghwa-Zone succeeded in acquiring originality with tangible cultural properties but Yeongju-Zone chose a project site without it. Third, with originality, Bonghwa-zone was evaluated as having resources and concept with high traditional culture connectivity and fulfilled identity. It led the feature showing the high affinity between originality and identity. Fourth, compared to the projects of Andong-Zone in the Three Major Cultural Areas Projects, these two projects failed to acquire the distinctions since the primary and the secondary influence area and major facilities & programs coincided with those of the projects of Andong-Zone. Fifth, compared to Bonghwa-Zone, Yeongju-Zone realized visibility faithfully by the conceptual flexibility of "Korean Culture" and a large-scale development. Sixth, in terms of the Historical and Cultural Authenticity of project plan, it is evaluated that Yeongju-Zone and Bonghwa-Zone only fulfilled visibility and specificity respectively.