Consumer Behavior

Brand Authenticity and Self-Brand Congruence: A Conceptual Approach to Understanding Fashion Brands

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Abstract

The purpose of this study is to examine the dynamics of the four dimensions of brand authenticity (continuity, originality, reliability, and naturalness) and self-brand congruence within the context of a single product category of fashion brands. Data was collected from 401 university students.  Instead of assigning participants a preselection of fashion brands, this study allowed the participants to freely list fashion brands with which they are familiar resulting in a more realistic representation of how brand authenticity plays a role in consumer attitude and decision making. Data was collected from 241 University students in the United States. Structural equation modeling was used to test the hypothesized relationships among the variables.  With the exception of brand originality, dimensions of brand authenticity positively influence consumers' attitude toward fashion brands. Also, the impact of self-brand congruence on purchase decisions is discussed.

Keywords: Fashion brand, brand authenticity, self-brand congruence

How to Cite:

Kim, H. & Cho, E., (2022) “Brand Authenticity and Self-Brand Congruence: A Conceptual Approach to Understanding Fashion Brands”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15838