Enhancing brand equity through multidimensional brand authenticity in the fashion retailing

Abstract

Excessive marketing competition among brands has recently increased consumer demand for brand authenticity. Brand authenticity has become a precondition for successful business practice. Consequently, any brand uses brand authenticity to decrease consumer distrust regarding marketing strategies and strengthen brand power and image. Accordingly, in relation to fashion brands, the objective of this study is to explore the association between multidimensional brand authenticity (i.e., authenticity toward product and corporate) and customer based brand equity (CBBE) components. In this research, the impacts of CBBE were assessed by conducting an online survey with the participation of 1733 Korean fashion brand shoppers. Additionally, the study explores the moderating influence of service providers' authenticity on the relationships between multidimensional brand authenticity and CBBE. The outcomes reveal that multidimensional brand authenticity effects perceived quality, brand association, and awareness. Additionally, brand association and awareness affect loyalty. Multi-group analysis is conducted to identify the difference between customers with low and high service providers' authenticity. By revealing a role for multidimensional brand authenticity and CBBE, this research adds to the existing literature on fashion brand. Furthermore, practitioners and marketers can derive valuable insights for developing marketing strategies across various brands from the outcomes of this research.