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http://dx.doi.org/10.7233/jksc.2012.62.4.181

Qualitative Research for Investigating the Attributes and Internal Structure of Fashion Brand Authenticity  

Seo, Sang-Woo (YERAGO Inc.)
Publication Information
Journal of the Korean Society of Costume / v.62, no.4, 2012 , pp. 181-194 More about this Journal
Abstract
The purpose of this study is to examine the attributes and internal structure of fashion brand authenticity, a new concept of brand association. For qualitative research, a total of 22 samples of consumers and professional groups were selected to implement in-depth interviews and focus group interviews. The results of this study were as follows: 1) the authenticity of fashion brand included various sub-dimensions. Attributes that constituted the authenticity of fashion brand, consisted of these following 8 dimensions: heritage, authority, relationship to place, consistency, non-popularity, trend-leading, originality and sustainability. 2) sub-dimensions of the fashion brand authenticity were once again categorized into core attributes and promoted attributes. Dimensions such as heritage, authority, relationship to place, consistency and non-popularity dimensions were inherent attributes of the brand, formed at a comparatively long time. Subsequently, these were categorized as core attributes of the authenticity of fashion brand. The trend-leading, originality and sustainability can form in a relatively short period of time by accepting the change, so it was categorized as promoted attributes which were created at the front stage with the consumers.
Keywords
authenticity; brand authenticity; fashion brand;
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