Browse > Article
http://dx.doi.org/10.9708/jksci.2015.20.10.121

Gender Difference in the Perceived Brand Authenticity of Office Worker  

Lee, Jong Man (Dept. of Management Information Systems, Dongyang Mirae University)
Abstract
The central objective of this paper is to check different effects developed by interaction with a gender and brand attributes related to the brand authenticity such as brand authority and brand ethicality. The survey method was used for this paper, and data from a total of 136 office workers were used for the analysis. The data were analyzed using smartPLS, a structural equation modeling tool. The results of the analysis are summarized as follows. First, brand authority has a significant effect on brand authenticity in both male and female. Second, brand ethicality has a significant effect on brand authenticity in only male. Third, brand authenticity has a significant effect on purchase and word-of-mouth intention in only male. Therefore brand authority is the determinant of the perceived brand authenticity. The findings have significant implications which the study inquires into the gender difference in the perceived brand authenticity of consumers.
Keywords
Brand; Office Worker; Gender Difference;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
연도 인용수 순위
1 H. Rho, "An Empirical Study on the Effect of Korean Wave on the Brand Loyalty of Korean Products in Chinese Market," Journal of the Korea Society of Computer and Information, Vol. 18 No. 5 pp. 157-165, 2013.   DOI
2 K-S. Kim, and H-S. Park, "The Effects of Teenagers' Brand Perceptions on their Sociability: Focusing on Policy Implications," Journal of the Korea Society of Computer and Information, Vol. 19, No. 1, pp. 181-189, 2014.   DOI   ScienceOn
3 S. Y. Jun, and C. S. Park, "Ten Years of Research on Brands: Research Findings and Future Priorities," Journal of Consumer Studies, Vol. 21, No. 2, pp. 141-192, 2010.
4 S. Kim, "Cross-Cultural Comparison of Consumer Culture in Korea, USA and Sweden: Focusing on Gender and Generation Difference," Journal of Consumer Studies, Vol. 24, No. 3, pp. 183-210, 2013.
5 S. Seo, "Investigation of the Attributes and Development of the Scale for Fashion Brand Authenticity" Seoul National University, 2010.
6 S-H. Park, Y-K. Kim, "Developing a Scale for Measuring of Authenticity of Brand," Korean Journal of Advertising and Public Relations, Vol. 16, No. 2, pp. 46-86, 2014.
7 Y. Su, H. S. Yoo, H. Kim, "A Study on the Influence on Brand Attachment and Loyalty of Cosmetic Brand Authenticity," Journal of Channel and Retailing, Vol. 19, No. 2, pp. 87-111, 2014.
8 J. J. Lee, J. H. Na, and H. Kahn, "Gender Differences in Brand Attachment and Brand Attitude," Korean Management Review, Vol. 42, No. 5, pp. 1349-1375, 2013.
9 S. Jun, H. Lee, and Y. J. Choi, "Gender Effects on the Satisfaction Judgment: The Influence of Perceived Performance on the Overall Satisfaction," Journal of Korean Marketing Association, Vol. 22, No. 3, pp. 135-157, 2007.
10 M. L. Loureiro, and J. Lotade, "Do fair trade and eco-labels in coffee wake up the consumer conscience?," Ecological Economics, Vol. 53, No. 1, pp. 129-138, April 2005.   DOI   ScienceOn
11 K. S. Kim, "Effect of Fair Trade on Consumer Behavior," Korean Management Review, Vol. 38, No. 1, pp. 295-315, 2009.
12 J. F. Hair, R. E. Anderson, R. L. Tatham, and W.C. Black, "Multivariate Data Analysis" Prentice Hall, 5th Edition, 1998.
13 C. Fornell, and D. F. Lacker, "Evaluating structural equation models with unobservable variables and measurement error," Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, 1981.   DOI   ScienceOn
14 smartPLS, http://www.smartpls.de
15 Daejeon Today, http://www.daejeontoday.com
16 Sisa On, http://www.sisaon.co.kr
17 S-H. Kim, H. J. Park, E. Lee, "Brand Attributes Related to the Perceived Brand Authenticity," Journal of the Korea Contents Association, Vol. 14, No. 11, pp. 398-410, 2014.   DOI   ScienceOn
18 Digital Times, http://www.dt.co.kr
19 Ilyo Newspaper, http://ilyo.co.kr
20 J. Lee, and S-Y. Yoon, "The Process of Brand Building: Seoul city 'itourseoul' brand case study," Journal of the Korea Society of Computer and Information, Vol. 18, No. 7, pp. 125-137, 2013.   DOI