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http://dx.doi.org/10.5392/JKCA.2014.14.11.398

Brand Attributes Related to the Perceived Brand Authenticity  

Kim, Sang-Hoon (서울대학교 경영대학)
Park, Hyun Jung (충북대학교 국제경영학과)
Lee, Eun Young (현대카드)
Publication Information
The Journal of the Korea Contents Association / v.14, no.11, 2014 , pp. 398-410 More about this Journal
Abstract
The purpose of this study is threefold. Firstly, what are some attributes of brands that affect perceived authenticity of brands? Secondly, how do the product characteristics such as public goods and private goods change the impacts of attributes on the perceived authenticity of brands? Thirdly, does the perceived authenticity influence consumers' brand attitude and mediate the relationship between brand attributes and the brand attitude? With regard to the role of authenticity in performance of marketing, the authors examined the relationship between the perceived authenticity and brand attitude. The study expands understanding of the relationship between brand attributes and authenticity while at the same time answering the call for further studies on the role of the perceived authenticity in improving brand attitude. The finding also demonstrates that the influence of attributes could be different depending on product categories.
Keywords
Brand Attributes; Perceived Authenticity; Brand Attitude;
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Times Cited By KSCI : 1  (Citation Analysis)
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