브랜드 진정성에 영향을 미치는 선행요인과 브랜드 진정성이 브랜드 신뢰 및 브랜드 동일시에 미치는 영향 - 커피브랜드 중심으로 -
The Effect of the Antecedents affecting the Brand Authenticity and the Brnad Authenticity on the Brand Trust and Brand Identification - Focus on Coffee Brand -
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It is likely that the consumers get more interests in and like the brands which show the consumers with the trust rather the those which provide the consumes with excessive information on brand for advertisement. In this study, the study has focused on coffee brands to find out how the consumers affect the brand authenticity and how the brand authenticity affect the brand trust and brand identification. The brand trust can be perceived through the brand's individual features and consistency, continuing promise and brand's ethical activities. The study will be done on the brand consistency, brand continuity, brand individuality and brand ethics and on the effect of these properties on the brand authenticity. In addition, the empirical study was conducted on the effect of the brand authenticity on the brand trust and the positive effect of the brand trust on the brand identification. In this study, structural equations were analyzed using Lisrel. The findings showed that the brand consistency does not make the significant effect on the brand authenticity and that the brand consistency, brand individuality and the brand ethics make the significant effect on the brand authenticity. In addition, it was found out that the brand authenticity makes the significant effect on the brand trust and brand identification and that the brand trust makes the positive effect on the brand identification.
Abstract
It is likely that the consumers get more interests in and like the brands which show the consumers with the trust rather the those which provide the consumes with excessive information on brand for advertisement. In this study, the study has focused on coffee brands to find out how the consumers affect the brand authenticity and how the brand authenticity affect the brand trust and brand identification. The brand trust can be perceived through the brand's individual features and consistency, continuing promise and brand's ethical activities. The study will be done on the brand consistency, brand continuity, brand individuality and brand ethics and on the effect of these properties on the brand authenticity. In addition, the empirical study was conducted on the effect of the brand authenticity on the brand trust and the positive effect of the brand trust on the brand identification. In this study, structural equations were analyzed using Lisrel. The findings showed that the brand consistency does not make the significant effect on the brand authenticity and that the brand consistency, brand individuality and the brand ethics make the significant effect on the brand authenticity. In addition, it was found out that the brand authenticity makes the significant effect on the brand trust and brand identification and that the brand trust makes the positive effect on the brand identification.
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