Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Perception of Korean Consumers on Fashion Brand Authenticity and Impact of Authenticity Determinants

패션 브랜드의 진정성에 대한 한국 소비자의 인식과 진정성 결정요인의 영향

  • Youn, Chorong (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Oh, Hyunjoo (The David F. Miller Center for Retailing Education and Research, University of Florida) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University) ;
  • Kim, Soeun (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • Received : 2016.02.01
  • Accepted : 2016.06.13
  • Published : 2016.10.31
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Abstract

This study investigates Korean consumers' general perception on brand authenticity, tests the influences of authenticity determinants on the evaluation of fashion brand authenticity and compares the influences in terms of brand category (luxury/non-luxury). A three-stage methodological approach was adopted: (1) A literature review identifies authenticity determinants and generates measurement items. (2) A preliminary study uses a quantitative survey (n=50) to purify the determinants. (3) A quantitative consumer survey (n=150) identifies general perceptions on brand authenticity by measuring the perceived relevance of brand authenticity on determinants and explores the influence of determinants on authenticity evaluations using purified measurements of authenticity determinants. The results of general perception on brand authenticity show that Korean consumers deem authentic brands as honest, sincere and socially responsible. The results indicate obvious differences between luxury and non-luxury brands towards the influence of perceived authenticity determinants (genuine, consistent, original, traditional and authoritative) on authenticity evaluation of luxury/non-luxury brands. In non-luxury brands, only 'genuine' and 'consistent' have significant effects that are similar to the results of the general perception on brand authenticity. However, only 'consistent' and 'authoritative' have significant effects for luxury brands and are different from the general perception.

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References

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