• Korea Trade Review
• /
• v.42 no.3
• /
• pp.143-172
• /
• 2017

Chinese consumers get more interests in the brands which show the consumers with th trust rather than the those which provide consumers with excessive information on brand. Accordingly, this study aimed to find out that the antecedents of brand authenticity such as brand consistency, continuity, individuality, authority, ethics affect the brand aura through brand authenticity and surveyed data from a total 400 Chinese consumers for the analysis. As a result, this article is summarized as followings. First, brand continuity, individuality, authority affected brand authenticity but brand consistency and ethics did not have a direct effect on brand authenticity. Second, brand authenticity had positive effect on brand aura. This study provides information on the antecedents of brand authenticity of Chinese consumers. Further, it will provide meaning suggestion point of the importance of brand authenticity in establishing of brand aura.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.15 no.5
• /
• pp.235-243
• /
• 2020

The more consumers feel the brand as authentic, the better the brand image and the higher the purchase intention, so companies actively seek to build brand authenticity. On the other hand, the quality of products perceived by consumers comprehensively in consideration of various factors such as performance, durability, and materials can affect brand authenticity. The purpose of this study is to present useful implications by building a research model for quality and brand authenticity from a marketing point of view, and empirical analysis. For this, product quality and brand authenticity were theoretically defined, the relationship between them was identified, and ultimately the influence of these concepts on brand image was examined. In detail, a survey was conducted on a total of 286 consumers to find out the quality of the product, authenticity of the brand, and brand image, and the product to be surveyed was S20, the latest mobile phone of S Electronics. As a result of empirical analysis, although quality had a statistically significant positive effect on brand authenticity, the degree was not greater than expected. In addition, quality had a statistically significant positive effect on brand image, and its degree was large, but when quality and brand authenticity were considered together, it was found that the regression coefficient of brand authenticity was larger than that of quality. This means a partial mediating effect of brand authenticity. Therefore, in order to enhance the brand image and purchase intention of SMEs/Venture companies, a strategy that build brand authenticity simultaneously in consideration of the components presented in this study will be more effective than a strategy that focuses only on quality. This study proposes a variety of theoretical and practical implications by empirically examining the relationship between brand authenticity and brand image perceived by consumers through quality from a marketing perspective, based on a research model that was not discussed in previous studies. In particular, this study proposes a plan to build brand authenticity from the perspective of SMEs/Ventures.

• The Journal of the Korea Contents Association
• /
• v.16 no.1
• /
• pp.611-619
• /
• 2016

Prior researches on brand authenticity so far have focused on the scale development for measuring brand authenticity. However, at the point of time it is necessary to consider the utilization of the proposed scale in an integrative approach. Accordingly, this study aims to examine brand authenticity mediated the effect of brand authority and ethicality on purchase and word-of-mouth intention. The survey method was used for this paper, and data from a total of 136 office workers were used for the analysis. And structural equation model was used to analyze the data. The results of this empirical study is summarized as followings. First, brand authority and ethicality do not have a direct effect on purchase and word-of-mouth intention but brand authenticity mediates the effect of brand authority and ethicality. Second, brand authority and ethicality have positive effect on brand authenticity. This study provides information on the purchase and word-of-mouth intention of salary man. Further, it will provide meaning suggestion point of the importance of brand authenticity in establishing the policy of brand management.

• The Journal of the Korea Contents Association
• /
• v.14 no.11
• /
• pp.398-410
• /
• 2014

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.

• International Area Studies Review
• /
• v.21 no.2
• /
• pp.97-120
• /
• 2017

This study attempted to examine how Chinese consumers' brand authenticity of Korean cosmetic brands are related to brand loyalty through brand aura. In other words, this study observed how Chinese consumers' brand authenticity, which includes product, employee and corporate authenticity related to Korean cosmetic brands, influence on the consumers' brand loyalty through brand aura. To this end, we surveyed Chinese consumers visiting Korean cosmetic brand shops in department stores, discount stores and large shopping malls in Beijing, Shanghai, Guangzhou in China. A total of 400 surveys were used in the empirical analysis. The results of empirical analysis confirmed that product, employee, and corporate authenticity of Chinese consumers have for Korean cosmetic brands positively influenced on brand aura. Furthermore, results showed that Chinese consumers' brand aura of Korean cosmetic brands had a positive effect on brand loyalty. The results of this study provide implications to help Korean cosmetic companies gain a competitive edge in the Chinese cosmetic market by understanding Chinese consumers' authenticity of their brands and building brand images and using differentiated marketing strategies that can induce brand aura.

• Journal of Digital Convergence
• /
• v.15 no.12
• /
• pp.255-263
• /
• 2017

Recently, cause marketing is more focused as one of key brand positioning strategies, which in turn leads that more companies are interested in cause marketing. In this study, we focused on two different types of cause marketing, named as public-volunteered cause marketing and corporate-driven cause marketing. A field study using an actual brand explored the effect of cause marketing type and brand authenticity on purchase intention toward the target brand. Moreover, we examined the moderation and moderated mediation of brand awareness. As our results showed, the corporate-driven cause marketing had a positive impact both on brand authenticity and purchase intention in the low (vs. high) brand awareness condition. However, the effect of public-volunteered marketing on purchase intention and brand authenticity did not vary depending on brand awareness. To increase the effectiveness of the cause marketing, the results suggest that the public-volunteered cause marketing would be more effective than the corporate-driven cause marketing.

• Korea Trade Review
• /
• v.41 no.4
• /
• pp.185-219
• /
• 2016

The Chinese cosmetics market is rapidly expanding, but various problems have also emerged, including exaggerated advertisement, lack of accurate information on product usage and the emergence of imitation products. For this reason, cosmetics companies have been making efforts to convince Chinese consumers of their brand authenticity and trust. In particular, Korean cosmetics firms have been using Hallyu stars who are largely popular among Chinese consumers as a means to raise their brand authenticity and trust. The aim of this study was to view Hallyu stars as human brands in the Chinese cosmetics market and verify whether the Chinese consumers' attachment toward Korean celebrities help the consumers perceive the authenticity of the brands advertised by the stars, and whether such brand authenticity affects the Chinese consumers' trust in Korean cosmetics brands. Furthermore, based on the fact that brand authenticity is defined and classified differently according to the type of product, this study observed the authenticity of Korean cosmetics brands from the aspect of product, employee and company based on previous research conducted on cosmetics brand authenticity. To this end, this study surveyed Chinese consumers for a month by using a representative survey website (http://www.sojump.com) that actively shares information related to cosmetics. A total of 394 surveys were used in the empirical analysis. The results of empirical analysis indicated that Chinese consumers' attachment toward Hallyu stars spreads to the Korean cosmetics brands advertised by the celebrities to have a positive effect on the brand authenticity perceived by Chinese consumers, including the authenticity of product, employee and company. Results also showed that the authenticity of Korean cosmetics brands, including product, employee and company, affected Chinese consumers' trust in the brands. The results of this study can provide implications regarding advertising or marketing strategies using Hallyu stars that can be utilized by Korean cosmetics companies to improve brand authenticity and reliability perceived by Chinese consumers in the Chinese cosmetics market, where brand authenticity and reliability are important.

• Journal of the Korean Applied Science and Technology
• /
• v.39 no.6
• /
• pp.824-830
• /
• 2022

This study attempted to provide basic data on the golf wear brand strategy plan by verifying the structural model between golf wear brand authenticity, brand attachment, and loyalty. Therefore, subjects with experience in purchasing golf wear over the past 12 months were selected as samples, and 292 copies of data were used for final analysis. As for the data processing method, frequency analysis, internal consistency of reliability, confirmatory factor analysis of validity, correlation analysis and structural equation model analysis were conducted. The program utilized SPSS (ver. 21.0) and AMOS (ver. 20.0). As a result of the study, first, it was found that the brand authenticity of golf wear had significant effect on brand attachment. Second, brand attachment of golf wear had significant influence on loyalty. Third, brand authenticity of golf wear had significant influence on loyalty. Lastly, brand attachment between golf wear brand authenticity and loyalty showed partial mediated effect.

• The Journal of the Korea Contents Association
• /
• v.21 no.6
• /
• pp.572-587
• /
• 2021

Recently, cultural urban regeneration is emerging as a topic of cultural tourism. This study aims to understand the effect of brand experience on integrity, re-visit intention focus on the case of culture-led urban regeneration visitor. Therefore, in this study, we selected GuCheng, which is a representative successful case of cultural tourism in China, and we surveyed people who had visited ancient China's foetus. The results of path coefficient analysis and hypothesis testing determined that sensory experience, affective experience, intellectual experience positively impacted integrity. And the significant effect of affective experience, intellectual experience has been found on re-visit intention. The moderation effect of nostalgia has been investigated and the results revealed that nostalgia has significant moderation effect among brand experience, integrity and re-visit intention. Our research findings offer insights for GuCheng culture-led urban regeneration. And this study investigated Chinese visitor, which could offer theoretical implication for future study.

• The Journal of the Korea Contents Association
• /
• v.20 no.1
• /
• pp.45-59
• /
• 2020

This study is to examine the effects of personal media influencer's source credibility (attractiveness, trustworthiness, expertise) and content authenticity on brand authenticity and product purchase intention. An online survey was conducted, on which the respondents were asked to watch the embedded contents of the influencer provided on YouTube before answering the questionnaire. The results of the regression analysis showed that both influencer expertise and content authenticity had a positive effect on brand authenticity. Moreover, brand authenticity had a positive effect on purchase intention and had a mediating effect between purchase intention and content authenticity. The findings are meaningful in that they not only analyze empirical advertising effects of personal media and media contents but also expand the scope of research on authenticity. This study also provides strategic implications for personal media influencers and companies which want to collaborate with influencers.