본 연구에서는 최근 항공사의 기술기반 셀프서비스 확장에 따른 고객 경험의 중요성을 인식하여 기술기반 셀프서비스 이용에 따른 서비스 편 익이 브랜드 가치, 브랜드 신뢰, 브랜드 태도에 미치는 영향관계를 확인 하고자 하였다. 분석을 위해 항공사의 기술기반 서비스를 경험한 이용객 을 대상으로 설문을 실시하였으며, 총 267부를 최종분석에 사용하였다. 분석결과, 첫째, 항공사 기술기반 서비스 이용에 대한 서비스 편익의 하 위요인인 사회적 편익을 제외한 기능적 편익, 심리적 편익은 브랜드 가 치에 긍정적인 영향관계를 나타냈다. 둘째, 기능적 편익을 제외한 심리적 편익, 사회적 편익은 브랜드 신뢰에 긍정적인 영향을 나타냈다. 셋째, 브 랜드 가치는 브랜드 태도에 긍정적인 영향을 나타내는 것으로 분석되었 다. 마지막으로 브랜드 신뢰는 브랜드 태도에 긍정적인 영향이 있음을 확인하였다. 이러한 연구결과를 통해 차별화된 고객 서비스와 항공사 브랜드 경쟁력을 확보하기 위한 근거자료가 되길 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.

The implications of brand hypocrisy for corporate social responsibility (CSR) at the brand level of analysis remain largely unexplored. Drawing on attribution theory and the sense making perspective of CSR, this paper aims to develop a conceptual framework that highlights the negative effects of advertising skepticism on brand distance, as mediated by perceptions of brand hypocrisy. Furthermore, the study seeks to examine whether a brand’s commitment toward sustainability, consumers’ desire for exclusivity and brand trust have any impact on perceived brand hypocrisy and distance. As the effect of CSR skepticism and brand hypocrisy bears heavily on consumers’ attitudes and behaviour, this paper draws from several socio-psychological theories to identify how it can be pre-emptively abated. Findings will enrich the understanding of negative consumer inferences related to brands and provide a conceptualization of an understudied but increasingly relevant form of brand judgment.

This study examined the effect of the trust of a restaurant brand on the quality of brand relations centered on the mediating effect of brand promise. The survey was conducted on September 18, 2018 to October 2, 2018, with a total of 707 end users, who are under the age of 19~59, using the restaurant brand for the last six months. The panel survey was conducted by distributing a questionnaire address (URL) email through an online questionnaire. As a result, if you apply the parameters of brand commitment between brand trust and brand relationship quality, brand promise an important role and influence. In particular, only one of the three elements of differentiation, consistency and continue, which are sub-dimensions of brand promise, was continue. This means that consistently long term continue are paramount between brand trust and the quality of brand relationships. These results can be applied to the brand marketing and operations of catering companies.

This study investigated how the image congruity of social commerce and fashion brand types affects purchase intention and how trust and price sensitivity moderate this relationship. National brands, private brands, and non-brands were used as brand types in the present study. The online survey method was used to gather the data, and 232 data samples were analyzed. The results of the research were as follows. Consumers perceived greater image congruity between social commerce and nonbrands, followed by private brands and national brands. The significant perception differences were examined by comparing the mean values. There was a significant positive effect of image congruity of social commerce and non-brands on purchase intention. However, insignificant effects were found for image congruity between social commerce and private brands and national brands. In addition, trust and price sensitivity positively predicted social commerce purchase intention. A significant moderating effect of trust was found on the relationship between purchase intention and image congruity of social commerce and non-brands. A moderating effect of price sensitivity was found on the relationship between purchase intention and image congruity of social commerce and private brands. The findings of the present study offer valuable insights into social commerce concerning implementing diverse fashion brands as well as academic and practical implications.

This study (i) examines the main effect of how a customer’s trust in the service personnel could affect his/her service co-designing and co-delivering behavior; and (ii) investigates how the main effect could vary by the customer’s trust in the service brand, and the types of customer contact service contexts. Keywords: customer participation, co-

Trusting beliefs are playing an increasingly important role in building customer-based brand equity (CBBE) in the business arena. The present study examines the mediating effect of trusting beliefs on the interactivity-brand equity relationship. An online survey was administered to collect data from randomly selected consumers. The results show that system interactivity impact brand equity directly and indirectly through trust integrity. The present theory-driven model contributes to a better understanding of online brand equity. Therefore, allocating resources to influence the perception of system interactivity and trusting integrity beliefs is valuable to develop online brand equity. This research contributes to the interactivity theory and the relationship marketing theory and it also offers implications for practitioners.

Recently, some fashion retailers have initiated sustainable actions in the form of corporate social responsibility (CSR) activities to address consumers’ social concerns. This study intends to combine the concept of CSR motivation attributions with brand extension literature in order to examine how consumers’ trust of a parent brand affects their CSR motivation attributions and ultimately their attitudes towards parent-brand CSR activities and sustainable extension lines. A self-administered online survey was conducted using scenarios describing a fast fashion retailer introducing a sustainable line. Data from 303 female U.S. consumers, aged between 18 and 34 years, were used for the statistical analysis. Data analyses were conducted using SPSS 21.0 for descriptive analysis, exploratory factor analysis, and regression analysis. The results revealed that all hypotheses were supported. The findings show that consumers’ trust of a parent brand has an indirect impact on positive attitudes towards the parent brand’s CSR activities as well as the sustainable extension product line, mediating positive evaluations of the brand’s social CSR motivations. In addition, this study suggests consumers’ prior trust of the parent brand is a variable that affects consumers’ evaluation of CSR motivation sincerity. Marketing suggestions and thoughts based on the findings of this study were provided.

This paper combines insights from researches in brand experience, brand trust and customer equity and social network service (SNS). In light of a growing interest in the use of social network service (SNS) marketing among smart phone brands, this study sets out to identify attributes of brand product and examines the relationships among those SNS attributes, brand experience in SNS, brand attachment, brand trust, value equity, relationship equity and brand equity through a structural equation model. SNS attributes are conceptualized as utilitarian (perceived ease of use, perceived usefulness) and hedonic (entertainment, aesthetics). Four constructs of electronics brands experience in SNS are sensory, intellectual, behavioral, relational experience. The study aims to have a positive investigation on what influence is given to customer equity by the brand trust and the brand attachment formed through brand experience in SNS environment.

This study builds upon the scant brand personality (BP) literature in services and highlights its applicability to services marketing, which is critical given increasing interest in building favourable service brands. This study examines the impact of Geuens, Weijters and De Wulf’s, (2009) BP measure, an arguably theoretically superior measure of BP to Aaker’s (1997), into an accepted nomological net by Chaudhuri and Holbrook (2001), and tests the extent to which BP dimensions determine behavioural outcomes in services (Geuens et al., 2009).