자아 진정성 추구는 진정성 브랜드에 대한 심리적 소유권을 어떻게 높이는가?

How Seeking Self-Authenticity Enhances Psychological Ownership of Authentic Brands?

Background/Objective: This study investigated how consumers' pursuit of self-authenticity affects the perceived authenticity dimensions (brand continuity, integrity, originality, and symbolism) of brands they think are authentic. In addition, it examined the impacts of brand authenticity dimensions on psychological ownership. The moderating effect of self-concept clarity on the relationship between self-authenticity and the brand authenticity dimensions was also explored. Method: Participants were asked to select and evaluate the brands they perceived as authentic among fast fashion and luxury brands. Through an online survey, 409 valid responses were collected, with the majority of participants being consumers aged 20 to 39 years (male=208, female=201). Results: Self-authenticity positively influences perceived brand authenticity,vwhich enhanced their psychological ownership of the authentic brand. Self-concept clarity positively moderated the relationship between self-authenticity and brand originality and symbolism, but did not affect brand continuity and integrity. Conclusion/Implications: Consumers who seek to be true to themselves tend to more highly brand authenticity, and the more they feel that the authentic brand belongs to them psychologically. Simultaneously, the more consumers know and affirm themselves, the more they would value the brand’s the originality and symbolism of the brand. These results expand the previous research on brand authenticity and psychological ownership of brands and provide implications for brand researchers and managers.