Quantitative Research for Investigating Internal Structure and the Influence on Brand Attachment, Commitment, Loyalty of Fashion Brand Authenticity

서상우,; Lee, Yuri

doi:10.7233/jksc.2013.63.7.148

Cited by 5 publications

(1 citation statement)

References 11 publications

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“…또한 최근의 브랜드 진정성 속성 연구 (Bruhn et al, 2012;Fritz et al, 2017;Kim et al, 2014;Morhart et al, 2015;Napoli et al, 2014;Seo & Lee, 2013;Su et al, 2014) (Fournier, 1998;Kapferer, 2012;Kim et al, 2015;Mael & Ashforth, 1992). 소비자는 브랜드를 소비함에 있어 서 자아의 모습이 어떻게 비춰지는지가 매우 중요하며, 이는 기능적 (utilitarian), 쾌락적(hedonic) 욕구의 만족을 넘어서 브랜드 동일 시(brand identification)라는 감성적 연결을 추구하기에 이르렀다 (Mael & Ashforth, 1992).…”

Section: 브랜드 진정성 속성을 파악한 대표적인 연구로unclassified

Sport Brand Authenticity: Scale Development and Validation

Lee¹,

Kang²

2022

Korean J Sport Sci

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PURPOSE This study aimed to identify the dimensions of sport brand authenticity and to develop a valid and reliable scale for measuring such dimensions. METHODS Along with a sequential mixed method design, qualitative researches were conducted (a literature review on brand authenticity and the inherent value of sport, 5 one-to-one expert interviews, and a Delphi survey of 10 researchers). Based on the qualitative research results, an EFA (n=304), 2 times CFA (1st: n=304, 2nd: n=311), and correlation analysis using the other scale (brand relationship quality, brand attachment, brand credibility) were conducted to test reliability, construct validity, and criterion-related validity. RESULTS In the qualitative research results, 8 dimensions with 36 items were extracted; however 6 dimensions (originality, connectedness, legitimacy, authority, sport spirit, and expertise) with 28 items were identified as appropriate structures from EFA and CFA, and the relations between all the dimensions and other scales related to consumer attitude were statistically significant in the correlation analysis. CONCLUSIONS The findings suggest that the scale in this study could provide a new and specific perspective on sport brand authenticity, which is constructed using a general aspect and a sport specific aspect, and an understanding of the concept of sport brand authenticity in other sport industries.

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