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Brand Attributes Related to the Perceived Brand Authenticity

소비자의 브랜드 진정성 지각과 관련된 브랜드 속성

  • Received : 2014.08.08
  • Accepted : 2014.09.30
  • Published : 2014.11.28

Abstract

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.

Keywords

Brand Attributes;Perceived Authenticity;Brand Attitude

Acknowledgement

Supported by : 한국연구재단

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