Modeling Fashion Brand Authenticity Toward Brand Usage Intention: Evidence from Indonesia

• 발행기관: 한국유통과학회
• 저자명: Magdalena L. GINTING Sabrina O. SIHOMBING Ferdi ANTONIO Rudy PRAMONO
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 9 No.6, 381~387쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.06.30

영문 초록

The growth of local fashion brands in Indonesia is interesting because of the speed with which new designs are made, many variants are created, and local brands are developed. However, when it comes to buying local fashion products, the brand isn’t the sole consideration. As a result, the marketing effectiveness of local fashion brands needs to be examined more thoroughly. The purpose of this study was to understand more about brand authenticity and how it affects brand usage intentions. The unit of analysis in this study was Generation Z, who purchase from local fashion companies online. A quantitative research methodology was used. The data was analyzed using the PLS-SEM method to test the hypotheses with the dependent variables. The variables were the intention of using the brand, the quality of the brand relationship, and the authenticity of the brand. The results of this study indicated that brand authenticity had an effect on brand usage intent and brand relations quality mediates the positive effect of brand authenticity on brand usage intent.

목차

1. Introduction

2. Literature Review

3. Research Method

4. Results and Discussion

5. Conclusion

References

키워드

Brand Authenticity Brand Usage Intention Local Fashion Brand Brand Relationship Quality