A Study on the Effect of Brand Authenticity on Emotional Brand Attachment: The Moderating Effect of Marketing Skepticism
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The purpose of this study is to examine the effect of brand authenticity on consumers' emotional brand attachment by identifying the sub-factors that make up the dimension of brand authenticity, and to examine the relationship between brand authenticity and brand attachment through the moderating effect of marketing skepticism. We conducted a survey on US consumers on products that have increased consumption in the Corona 19 era, such as capsule coffee(experience goods), furniture(exploration goods), and health functional food(reliability goods), and the empirical analysis results are as follows. It was confirmed that the higher the subdimensions of brand authenticity, such as continuity, credibility, integrity, and symbolism, the higher the brand attachment. And as a result of examining the difference in path coefficients between groups to investigate the moderating effect of marketing skepticism, the influence of brand attachment on continuity and symbolism was found to be greater in the group with high marketing skepticism than the group with low marketing skepticism. On the other hand, the difference in the effect of brand attachment on integrity and credibility was not significant. We hope that companies establish brand strategies by recognizing that endowing with authenticity to the brand is the most powerful differentiation strategy for a company to grow continuously.
Abstract
The purpose of this study is to examine the effect of brand authenticity on consumers' emotional brand attachment by identifying the sub-factors that make up the dimension of brand authenticity, and to examine the relationship between brand authenticity and brand attachment through the moderating effect of marketing skepticism. We conducted a survey on US consumers on products that have increased consumption in the Corona 19 era, such as capsule coffee(experience goods), furniture(exploration goods), and health functional food(reliability goods), and the empirical analysis results are as follows. It was confirmed that the higher the subdimensions of brand authenticity, such as continuity, credibility, integrity, and symbolism, the higher the brand attachment. And as a result of examining the difference in path coefficients between groups to investigate the moderating effect of marketing skepticism, the influence of brand attachment on continuity and symbolism was found to be greater in the group with high marketing skepticism than the group with low marketing skepticism. On the other hand, the difference in the effect of brand attachment on integrity and credibility was not significant. We hope that companies establish brand strategies by recognizing that endowing with authenticity to the brand is the most powerful differentiation strategy for a company to grow continuously.
참고문헌 (28)
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