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


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.


Brand Attributes;Perceived Authenticity;Brand Attitude


Supported by : 한국연구재단


  1. K. Grayson and R. Martinec, "Consumer Perceptions of Iconicity and Indexicality and Their Influence on Assessments of Authentic Market Offerings," J. of Consumer Research, Vol.31, September, pp.296-312, 2004.
  2. M. B. Beverland, "The 'Real Thing': Branding Authenticity in the Luxury Wine Trade," J. of Business Research, Vol.59, February, pp.251-58, 2006.
  3. D. MacCannell, "Staged Authenticity: Arrangements of Social Space in Tourist Settings," American Journal of Sociology, Vol.79, No.3, pp.589-603, 1973.
  4. E. Cohen, "Authenticity and commoditization in tourism," Annals of Tourism Research, Vol.15, No.3, pp.371-38, 1988.
  5. M. Kates, "The dynamics of brand legitimacy: an interpretive study in the gay men's community," J. of consumer Research, Vol.31, pp.455-464, 2004.
  6. M. B. Beverland and F. Farrelly, "The quest for authenticity in consumption: consumers' purposive choice of authentic cues to shape experienced outcomes," J. of Consumer Research, Vol.33, No.5, pp.838-856, 2010.
  7. M. B. Beverland, Building Brand Authenticity, New York: Palgrave Macmillan, 2009.
  8. N. Alexander, "Brand authentication: Creating and maintaining brand auras," European Journal of Marketing, Vol.43, No.3, pp.551-562, 2009.
  9. R. L. Rose and S. L. Wood, "Paradox and the Consumption of Authenticity through Reality Television," J. of Consumer Research, Vol.32, September, pp.284-296, 2005.
  10. T. W. Leigh, C. Peters, and J. Shelton, "The Consumer Quest for Authenticity: The Multiplicity of Meanings within the MG Subculture of Consumption," J. of the Academy of Marketing Science, Vol.34, No.4, pp.481-493, 2006.
  11. M. B. Beverland, A. Lindgreen, and M. W. Vink, "Projecting authenticity through advertising," J. of Advertising, Vol.37, No.1, pp.5-15, 2008.
  12. 김상희, "판매원의 서비스는 꾸며진 것인가? 진정한 것인가?: 판매원의 감정노동에 관한 고객의 지각된 진정성(authenticity)이 서비스 품질평가에 미치는 영향", 마케팅연구, September, pp.1-33, 2009.
  13. 윤만희, 김정섭, 김주현, "서비스 종업원의 감정 표현과 진정성이 관계품질에 미치는 영향 -레포의 매개적 역할-", 경영학연구, 제39권, 제6호, pp.1391-1423, 2006.
  14. 오만덕, 나준희, 김경진, "공익연계 마케팅의 평가에서 공익제시유형의 효과: 소비자의 진정성 지각", 상품학연구, 제27권, 제3호, pp.87-95, 2009.
  15. J. H. Gilmore and B. J. Pine II, Authenticity: What Consumers Really Want, Boston: Harvard Business School Press, 2007.
  16. 서상우, 패션 브랜드 진정성의 속성과 척도 개발, 서울대학교 대학원 박사논문, 2010.
  17. A. A. Mitchell and J. C. Olson, "Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitudes?," J. of Marketing Research, Vol.18, No.3, pp.318-332, 1981.
  18. N. Alexander, "Brand authentication: Creating and maintaining brand auras," European Journal of Marketing, Vol.43, No.3, pp.551-562, 2009.
  19. V. Postrel, Substance of Style, New York, NY: HarperCollins Publisher, 2003.
  20. K. L. Keller, "Conceptualizing, Measuring, Managing Customer-Based Brand Equity," J. of Marketing, Vol.57, No.1, pp.1-22, 1993.
  21. M. M. Long and L. G. Schiffman, "Consumption values and relationships: segmenting the market for frequency programs," J. of Consumer Marketing, Vol.17, No.3, pp.214-232, 2000.
  22. A. G. Greenwald, "Why Attitudes Are Important; Defining Attitude and Attitude Theory Twenty Years Later," in Pratkanis, A. R., Breckler, S. J. and Greenwald, A.G. (eds), Attitude Structure and Function, Earlbaum, Hilsdale, NJ, pp.429-440, 1989.
  23. T. R. Graeff, "Using promotional messages to manage the effects of brand and self-image on brand evaluations," J. of Consumer Marketing, Vol.13, pp.4-18, 1996.
  24. W. O. Bearden and M. J. Etzel, "Reference Group Influence on Product and Brand Purchase Decisions," J. of Consumer Research, Vol.9, No.2, pp.183-194, 1982.
  25. A. L. Biel, "How Brand Image Drives Brand Equity," J. of Advertising Research, Vol.32, No.6, pp.6-12, 1992.
  26. S. Liao and Y. Ma, "Conceptualizing Consumer Need for Product Authenticity," Internation Journal of Business and Information, Vol.4, No.1, pp.89-114, 2009.
  27. G. Waitt, "Consuming Heritage Perceived Historical Authenticity," Annals of Tourism Research, Vol.27, No.4, pp.835-862, 2000.
  28. M. Laroche, C. Kim, and L. Zhou, "Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context," J. of Business Research, Vol.37, No.2, pp.115-120, 1996.
  29. C. Fornell and D. Larcker, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error," J. of Marketing Research, Vol.18, No.1, pp.39-50, 1981.
  30. R. M. Baron and D. A. Kenny, "The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations," J. of Personality and Social Psychology, Vol.51, pp.1173-1182, 1986.
  31. 김성재, 유명길, "메시지 프레이밍이 광고효과에 미치는 영향: -조절초점과 제품유형의 조절효과-", 한국콘텐츠학회논문지, 제10권, 제8호, pp.177-185, 2010.

Cited by

  1. Perception of Korean Consumers on Fashion Brand Authenticity and Impact of Authenticity Determinants vol.40, pp.5, 2016,