본 연구는 그린워싱에 따른 친환경 화장품 구매성향과 브랜드 충성도의 관계에서 브랜드 진정 성의 매개효과를 알아보고자 하였으며, 친환경 화장품 산업의 발전에 도움이 되는 기초자료 제공에 목적이 있다. 연구 방법은 친환경 화장품을 사용하고 있는 20-40대 여성들을 대상으로 설문조사를 진행하였고, 최 종 836부의 자료를 SPSS WIN 20.0 통계 프로그램으로 분석하였다. 그 결과 그린워싱 인식은 친환경 화장 품 구매성향, 브랜드 진정성, 브랜드 충성도에 영향을 미쳤고, 친환경 화장품 구매성향은 브랜드 진정성, 브랜드 충성도에 영향을 미치는 것으로 나타났다. 그리고 브랜드 진정성이 브랜드 충성도에 영향을 미쳤으 며, 친환경 화장품 구매성향과 브랜드 충성도 관계에서 브랜드 진정성의 매개효과가 확인되었다. 따라서 소비자들의 합리적인 구매의사결정과 친환경 화장품 산업의 발전에 도움이 될 수 있기를 기대한다.

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.

본 연구는 K-뷰티브랜드의 CSR동기가 CSR 진정성과 브랜드 신뢰에 주는 영향과 CSR 진정성 과 브랜드 신뢰가 브랜드 지지에 주는 영향을 확인하고자 한·중 소비자 데이터를 이용해 비교연구하여 진 행하였다. 수집된 데이터 중 392부를 검증에 사용하였고 2단계 접근법과 최우도 측정법을 활용해 분석하였 다. 연구 결과, 자기본위적 동기를 제외한 가치지향적, 이해관계자지향, 전략적 동기는 CSR 진정성과 브랜 드 신뢰에 긍정적 영향을 주는 것으로 나타났다. 또한 CSR 진정성은 브랜드 신뢰에 긍정적 영향을 주었고, 이는 브랜드를 지지하는 것으로 나타났다. 한·중 소비자를 비교한 결과, 두 나라 모두 CSR동기가 진정성과 브랜드 신뢰에 영향을 주는 것으로 나타났으나 중국소비자가 한국소비자보다 더 많은 부분에서 높게 나타 난 결과를 보였는데 이러한 결과는 K-뷰티 브랜드의 중국시장 확장을 위해서는 중국소비자를 이해하고 그 들이 추구하는 CSR동기 전략을 강화해야 한다는 시사점을 가진다.

본 연구는 골프웨어 브랜드 진정성과 브랜드 애착 및 충성도 간의 구조적인 모형을 검증하여 골프웨어의 브랜드 전략을 수립 할 수 있는 기초자료를 제공하고자 했다. 따라서 골프웨어를 구매했던 유 경험자를 표본으로 선정했으며, 292부의 자료를 최종분석에 활용했다. 자료처리 방법은 빈도분석과 신뢰도 의 내적일관성, 타당도의 확인적 요인분석, 상관분석, 그리고 구조방정식 모형분석을 실시했다. 프로그램은 SPSS(ver. 21.0)와 AMOS(ver. 20.0)를 활용했다. 연구결과 첫 번째로 골프웨어의 브랜드 진정성은 브랜드 애착에 유의한 영향을 미치는 것으로 나타났다. 둘째, 골프웨어의 브랜드 애착은 충성도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 골프웨어의 브랜드 진정성은 충성도에 유의한 영향을 미치는 것으로 나타 났다. 마지막으로 골프웨어의 브랜드 진정성 및 충성도 간의 브랜드 애착은 부분매개효과가 있는 것으로 나타났다.

This study aimed to identify sub-dimensions of the authenticity and fictionality of a brand story and analyze the effects of authenticity and fictionality on customer-based brand equity. Data were obtained from a group of 213 males and females in their 20s and 30s living in Korea using an online survey institute. Results showed that the authenticity and fictionality of a brand story are composed of reality, excitement, exaggeration, fictional symbolism, influence, sincerity, relativeness, mysteriousness, and unreality. Of these, sincerity, excitement, reality, influence, and mysteriousness had significant effects on brand imagery; sincerity particularly exerted a relatively more substantial influence on brand imagery. Also, influence, mysteriousness, excitement, and relativeness impacted performance positively, and exaggeration impacted performance negatively. This indicated that a well-constructed brand story with authenticity and fictionality had a positive impact on the brand image. Excitement, mysteriousness, reality, relativeness, sincerity, and influence of a brand story had significant effects on brand judgement. In contrast, only excitement and influence positively impacted brand feelings, and unreality had a negative impact on feelings. The exciting and influential brand story impacted brand attitude. Also, brand image and attitude positively impacted sharing and purchase intention, while brand performance did not affect recommendation intention. These findings contribute to identifying a brand story’s attributes, authenticity, and fictionality and provide insights for marketers on creating brand stories to increase brand image and attitude and to build customer-based brand equity.

Fashion companies and brands’ marketing activities focus on resolving environmental problems; however, these companies’ efforts, there are some examples of so-called “greenwashing”. This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants’ perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers’ perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers’ perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand’s green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.

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.

In recent years brands have come under the spotlight for delivering unique and authentic brand experiences. Consumers find themselves looking for brands that add experiential value to their daily life, from a sensory, behavioral, intellectual and relational perspective (Brakus et al., 2009). Moreover, there is a growing demand for brands that are able to deliver their brand promise authentically (Morhart et al., 2015; Schallehn et al., 2014). On this background, our research was conducted in order to examine the role of brand experience and brand authenticity in generating brand love. In addressing this issue, the present study attempts to perform a test on research hypotheses by empirically validating the proposed conceptual model in a cross-country context (Japan and Portugal) for the brands Apple and Samsung. Additionally, it analyses the moderating effect of self-authenticity in relation to brand experience and brand authenticity. Data collection was done using a structured questionnaire to final consumers, who are owners of Apple and Samsung devices. A total of 574 valid questionnaires were collected regarding Apple brand (Japan = 300; Portugal = 274). Following the testing of the structural equation model, results demonstrate the correlation between brand authenticity and brand experience and show that the greater the self-authenticity, the higher is the effect of brand authenticity on brand love. It is worth noting however that the direct and moderating effects are different for Apple and Samsung in Japan and Portugal. This accounts for the cultural differences in how consumers perceive the experiential and authentic brand value propositions and how they relate emotionally to brands. Our study also provides important managerial implications by helping brand managers to understand how to drive passionate and intense feelings towards brands and to target consumers who are looking for compelling, meaningful and authentic brand experiences.

Despite important theoretical implications seldom research exist regarding the impact of luxury parent brand status signaling on the evaluation of horizontal line extension through the moderating role of extension authenticity, quality and fit. The luxury literature review revealed that despite important theoretical implications seldom research exist regarding the impact of luxury parent brand status signaling on the evaluation of horizontal line extension through the moderating role of extension authenticity, quality and fit. Research has examined how consumers use luxury goods to signal their status or relative position in social hierarchies (Berger & Ward 2010; Dubois et al., 2012; Geiger-Oneto et al., 2013; Kastanakis, & Balabanis, 2014) but until the current study the luxury literature could not support the extent to which status signaling impact line extension’s evaluation through the moderating role of extension authenticity (Spiggle, Nguyen, & Caravella, 2012; Beverland & Farrelly, 2010; Morhart et al., 2015; Guèvremont & Grohmann, 2016). Previous studies have found that authenticity can be to emotional attachment (Morhart et al., 2015), help pursue personal goals (Beverland & Farrelli, 2010), or relevant to brand identity, status and equity (Guevremont & Grohmann, 2016). Surprisingly, none of these studies has empirically tested this important relationship. This study’s contribution to the literature is important as it empirically confirms that in launching a new line extension, a luxury parent brand’s status signaling will directly impact the extension’s evaluation. In the process, the perceived authenticity of the extension proves to affect the evaluation significantly if the perceived quality and fit of the extension are taken into consideration in the measurement framework.

Celebrity endorsement has been traditionally considered as a strategic promotional tool by marketers. Actually, advertising scholars generally found a positive influence of celebrity endorsement on brand equity and, consequently, on consumer purchase intention. On the one hand, literature interprets celebrity source and endorsement factors as related to celebrity-brand fit, perceived celebrity motive, and celebrity expertise. On the other hand, consumer-based brand equity (CBBE) has been usually referred to brand loyalty, perceived quality, brand awareness, and brand associations. Despite such a growing interest, there is limited understanding of the underlying mechanisms linking celebrity endorsement to CBBE. Building on consumer psychology and brand signaling theories, this study develops a conceptual model which hypothesizes consumer-based brand authenticity (CBBA) and brand credibility as mediating variables of the aforementioned relationship. First, CBBA is interpreted as a multidimensional construct composed of a brand’s quality commitment, sincerity, and heritage. Second, credibility refers to a brand’s ability – e.g. expertise – and willingness – e.g. trustworthiness – to reliably keeping its promises to consumers. Moreover, this study hypothesizes that the influence of CBBA and brand credibility on CBBE vary according to consumers’ advertising evaluation. Hence, communication effectiveness is considered as a moderating variable of these relationships. The conceptual model is empirically tested using bootstrapped moderated mediation analysis on a sample of Millennial consumers. In fact, Millennials very well describe postmodern consumption and communication, which increasingly emphasize the need of “real” and authentic communication by credible endorsers and endorsed brands. By stressing the significant role of brand authenticity and credibility in the context of celebrity endorsement, this study provides both theoretical and practical implications to marketing communication literature.

Authenticity is an important topic in business activities and society at large. Sustainability management and marketing activities are required as consumers become more interested in society. The consumer evaluation of brand authenticity is a crucial factor in a brand’s reputation and long-term growth, which affects brand loyalty, electronic word of mouth (eWOM) and purchase behavior. With this latest trend, luxury brands are paying attention to sustainability activities, but consumer confidence in the sustainability of luxury brands is still low. Experts emphasize that building trust with customers by promising authenticity is a key challenge. Meanwhile, luxury brands are actively communicating with consumers through SNS, such as Instagram. Social media marketing directly and indirectly influences brand authenticity, as well as purchase intentions and eWOM. Nevertheless, there is little exposure to sustainability activities in the social media accounts of luxury brands. Therefore, the purpose of this study is to examine the relationship between the sustainability activities on the social media of luxury brands and brand authenticity, as well as the effects of brand authenticity on eWOM and purchase intention. For this study, we conducted an online survey targeting individuals with ages of 20–30 years and who are highly interested in society while actively using social media. The collected data were analyzed using the SPSS 21.0 software package. The main finding of this study reveals that consumers are more aware of brand authenticity when they see an Instagram post that includes messages about sustainability rather than a post without any such messages. In addition, brand authenticity has positive effects on eWOM and purchase intention. These findings suggest that sustainability marketing by luxury brands leads to positive consumer response, and the broadcasting of messages about sustainability via social media is effective for the marketing strategy of luxury brands.

There is a variety of mobile beauty application specialized services providing information, such as reports on the advantages and disadvantages of a product, as well as tips and recommendations, based on consumers' comments for products that demand much consultation on the part of the consumers to critique the products. From goods purchased through mobile shopping apps, beauty-related products come right after fashion/retail and food/health-related goods, while promotions, followed by review/comments, are known as influential factors when selecting mobile shopping apps. Consumer reviews about a product are seen as important instruments for obtaining a variety of information about a product for those consumers who have not yet used it. Moreover, there is an increasing interest in authentic information instead of purely advertised narrations, while studies are actively in progress to verify the effectiveness of consumer reviews according to their nature and direction. The results vary with each researcher and since online consumer reviews differ, there is a need to research dynamically blended reviews and the forms that they take. Accordingly, this study attempts to observe and identify the factors that affect the perceived authenticity of the information, brand attitude, purchase intention and electronic word-of-mouth (e-WOM). The sample consists of 110 respondents in their twenties and thirties who have purchased beauty products online. The respondents were given online and offline questionnaires, and the collected information was analyzed with SPSS 21.0 and AMOS 18.0 using factor analysis, reliability analysis, t-tests, structural equation modeling (SEM) and multi-group analysis. The results show that perceived information authenticity has a significant influence on brand attitude, purchase intention and e-WOM. Positive, negative and subjective evaluations have more significant impact on information authenticity than did only positive and negative reviews, while perceived authenticity has significant relevance to brand attitude, purchase intention and online word-of-mouth. The implications of these findings