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http://dx.doi.org/10.17703/IJACT.2022.10.4.190

A study on the structural relationship between sportswear brand authenticity and customer satisfaction, brand attachment, repurchase intention, and word of mouth intention  

Mi-Jeong, Kim (Physical Education, Dankook University)
Kyung-Won, Byun (Department of graduate school of business Administration, Dankook University)
Publication Information
International Journal of Advanced Culture Technology / v.10, no.4, 2022 , pp. 190-197 More about this Journal
Abstract
The purpose of this study is to investigate the effect of consumer's authenticity perception on brand repurchase intention and word-of-mouth intention through customer satisfaction and brand attachment. For this purpose, a structural equation model was established based on previous studies and an empirical study was conducted. The survey was conducted offline and online, and samples were collected using a convenient sampling method. A total of 267 questionnaires were sampled, and 255 questionnaires were used as final valid samples, except for 12 questionnaires with errors. For the final data, SPSS Win ver. 23.0 and AMOS 20.0 statistical programs were used to analyze the personal characteristics of the subjects, verify the research model, and confirm the reliability and validity of the measurement model and the suitability of the research model.As a result, all six hypotheses were adopted, and the correlation between each factor was observed in the research model.
Keywords
Authenticity; Customer Satisfaction; Brand Attachment; Repurchase Intention; Word of Mouth Intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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