• Journal of the Korean Society of Costume
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• v.63 no.7
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• pp.148-163
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• 2013

The purpose of this study is to examine the attributes and internal structure of fashion brand authenticity, which is a new concept of brand association. For quantitative research, a total of 591 samples of consumer survey were taken from 24th of August to 7th of September, 2009. The results of this study were as follows: 1) The scale for the fashion brand authenticity was developed, which consisted of 33 questions. These questions estimated a total of 8 dimensions, including heritage, authority, relationship to place, consistency, non-popularity, trend leading, originality, and ethics. 2) The internal structure of the fashion brand authenticity was confirmed. The internal structure was constituted into core attributes and promoted attributes. 3) The relationship between the fashion brand authenticity and consumer related variables were found. The core attributes of authenticity were putting positive influence directly on brand loyalty. However, paths through brand attachment or brand commitment were not found. The promoted attributes showed that it had a direct negative influence on brand loyalty, but it has also showed positive influence on paths, which underwent brand attachment and commitment.

• Journal of Korean Society of Archives and Records Management
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• v.3 no.1
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• pp.43-68
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• 2003

This paper examines the concepts and language that practitioners actually use when talking about authenticity, which is one of the most significant concepts in archives, and explores how they in records and information management currently understand the construct of authenticity in their professional activities. This paper provides brief descriptive statistics drawn from a survey and then analysis related to providing authenticity; the difficulties of judging something authentic; and definitions of authenticity as used and understood in the context of respondents' professional activity. The analysis provides indications of how professionals actually understand and use the concept of authenticity in their professional work depending on the context; and how these professionals react differently to paper records and electronic records. The paper concludes with a discussion of how this preliminary analysis fits within the context of the outcomes of prior electronic records research.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.3
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• pp.423-438
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• 2021

This study examined fashion through the lens of Charles Taylor's concept of 'Authenticity.' From the point of view of 'Authenticity,' fashion can be thought of as "a means of expressing one's inner truth" and "affirmative about everyday life." According to 'Authenticity,' fashion, in the first case ("one's inner truth") appears as 1) magnetic uniqueness, 2) inner subjectivity, and 3) poiēsis. And in the second case ("affirmative about everyday life") it is expressed as 1) naturalism, 2) positivity of self-expression, and 3) existentiality. For this study, we selected a high school 'ganzi' contest, whose participants were deemed to have a high level of interest in and understanding of fashion, compared to other teenagers living in South Korea. Among the 33 participants in 'Goganzi' Seasons 1 and 2, we analyzed the styles and looks of 30 works by the six people who made it to the final stage. As a result, we broke down the aesthetic values of authenticity that teenagers express through their fashion into three categories: plurality, originality, and creativity.

• Management & Information Systems Review
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• v.33 no.5
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• pp.131-153
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• 2014

This study has analyzed on affecting factors of the customer's empathy toward the corporate philanthropic activities in terms of corporates and their products. From the corporate perspective, we have checked how the activities affect the perception of the customer familiarity and authenticity. Study shows that the fairness of the social contribution activities have an impact on both the familiarity and the authenticity (hypothesis 1, hypothesis 2). Social contributions reciprocity has been shown to influence familiarity (hypothesis 3) and it was not statistically significant to the authenticity (hypothesis 4). Looking at the relationship between the familiarity and authenticity from the product side, charm and familiarity (hypothesis 5), uniqueness and authenticity (hypothesis 8) showed that the impact on the definition. On the other hand charm and authenticity (hypothesis 6), uniqueness and familiarity (hypothesis 7) appeared to be not statistically significant. Finally, the relationship between familiarity, authenticity and empathy is as follows. First, the familiarity was found that it is affecting the authenticity (hypothesis 9) and for the consumer sympathetic (hypothesis 10) appeared to be not statistically significant. And the authenticity was found having a defined effect on the consumer sympathetic (hypothesis 11). It is really far more important to suggest an integrated approach to continue a sustainable and stable relationship by increasing consumer purchasing and empathy for the products and services of social enterprises. This study provides practical implications for marketing strategies of social enterprises, which can draw the consumer sympathy through the social contribution activities of social enterprise.

• Fashion & Textile Research Journal
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• v.19 no.2
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• pp.180-193
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• 2017

The increase use of smartphones has paved the way for quick dissemination of online information. This has a huge influence on consumers' purchase decision making and the formation of a company's image. As such, this study focuses on product review from mobile beauty applications(apps); in particular, the perceived information authenticity. The purpose is as follows. First, to examine if there is any difference in perceived information authenticity based on the types of product review. Second, to analyze how perceived information authenticity influences brand attitude, purchase intention, and electronic word of mouth(e-WOM) intention. The study targets consumers in their 20s and 30s who have experience buying a product via a mobile beauty app. Three hundred responses are analyzed using SPSS 21.0 and AMOS 18.0. The results reveal that, first of all, consumers derive higher perceived information authenticity from a multi-facet review rather than a double-facet review. Second, among the traits of perceived information authenticity, only a brand's perceived reliability has a significant influence on brand attitude. Third, this brand attitude has a positive influence on purchase intention and e-WOM intention. In conclusion, these findings can serve as an important discussion point for companies developing a mobile beauty app, drawing attention to perceived information authenticity, based on the types of product review.

• The Journal of the Korea Contents Association
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• v.16 no.1
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• pp.611-619
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• 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 Asian Finance, Economics and Business
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• v.9 no.6
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• pp.159-173
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• 2022

This study examines the impact of CSR and its authenticity on customer loyalty through the brand image in the chain coffee shop industry. Using qualitative and quantitative methods, 601 survey questionnaires were distributed, of which 491 were analyzed. The results show that CSR has a positive impact on brand image and customer loyalty. In addition, authenticity does not moderate the impact of CSR on brand image and loyalty, as it is difficult for customers to verify the authenticity of CSR action programs. This study emphasizes the importance of CSR action programs and authenticity for businesses to sustainably enhance their distinctive brand image and customer loyalty. Therefore, for sustainable development in the future, managers of coffee shop chains need to focus on the following issues. First, the most important thing is the right awareness of businesses regarding CSR and CSR authenticity. Third, businesses should strengthen the transparency of CSR action programs in various media so that consumers can easily verify authenticity, to increase brand image and improve customer loyalty.

• The Research Journal of the Costume Culture
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• v.30 no.2
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• pp.189-207
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• 2022

Fashion companies and brands' marketing activities focus on resolving environmental problems; however, these companies' efforts, there are some examples of so-called "greenwashing". This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants' perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers' perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers' perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand's green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.

• Journal of Information Technology Applications and Management
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• v.29 no.6
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• pp.43-62
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• 2022

As the used trading market grows centered on online platforms, it is evolving from practical consumption to pursuing various forms of consumption value. Consumers purchase rare products, enjoy the transaction itself with consumers with the same preference, and investment or eco-friendly value consumption is also increasing. In this regard, the transaction of the second-hand transaction app service must have sincerity in order to respond to various consumption values. In addition, it is necessary to study what components the second-hand trading app service should aim for to secure authenticity and how the usefulness and ease of second-hand trading apps affect the relationship. The research used a questionnaire method to test hypotheses and surveyed 215 consumers in their 20s, 30s, and 40s who had purchased used clothing online within a year. Among them, 200 responses, excluding outliers, were statistically analyzed using SPSS 21.0 and AMOS 22.0 as confirmatory factor analysis and structural equation models. This study aims to determine the effect of the authenticity of the online used trading app service on the satisfaction of the used trading app service. To this end, based on the previous research results, the following research hypotheses were established and verified statistically. First, the authenticity of the online used trading app service will significantly impact the satisfaction of the used trading app service. Second, the usefulness of the used trading app service will have a moderating effect on the effect of the authenticity of the used trading app service on the satisfaction of the used trading app service. Third, the ease of the used trading app service will have a moderating effect on the authenticity of the used trading app service on the satisfaction of the used trading app service. As a result of the study, the authenticity of the used trading app service significantly affected the satisfaction of the used trading app service. Appeared to be The results of this study will help understand used transaction app services where consumption of used products occurs from the viewpoint of product circular use behavior and can be used as a strategic plan to promote the use of used transaction apps in the future.

• Korea Journal of Hospital Management
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• v.20 no.3
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• pp.1-12
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• 2015

The objective of this study is to analyze the effects of brand authenticity on brand trust and the effect of brand trust on brand loyalty in case of network franchise dental clinics. To achieve this objective, 300 dental customers were surveyed in Seoul and Gyeonggi province. Of these, 267 respondents were used for the analysis. The research results show that communication authenticity, advertising truthfulness, employee authenticity had positive effect on brand trust. and brand trust have positive effect on brand loyalty.