Quantitative Research for Investigating Internal Structure and the Influence on Brand Attachment, Commitment, Loyalty of Fashion Brand Authenticity
Year: 2013
Type: article
Study design: Observational Study
Abstract: 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.
Source: The Korean Society of Costume
Authors: Sangwoo Seo, Yuri Lee
Institution: Seoul National University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2608432045