The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The effects of authenticity and fictionality of brand story on customer-based brand equity

브랜드 스토리의 진정성과 허구성이 고객기반 브랜드 자산에 미치는 영향

  • Suk, Hyojung (Dept. of Fashion Business Management, SUNY Korea Fashion Institute of Technology) ;
  • Lee, Eun-Jin (Dept. of Fashion Design, Chung-Ang University) ;
  • Park, Sung-Hee (Dept. of Knit Fashion Design, Han Yang Women's University)
  • 석효정 (한국뉴욕주립대학교 FIT 패션경영학과) ;
  • 이은진 (중앙대학교 패션디자인전공) ;
  • 박성희 (한양여자대학교 니트패션디자인과)
  • Received : 2022.04.15
  • Accepted : 2022.06.09
  • Published : 2022.06.30
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Abstract

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.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A5B5A07093983).

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