@article{ART002042315},
author={Jong Man Lee},
title={Gender Difference in the Perceived Brand Authenticity of Office Worker},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2015},
volume={20},
number={10},
pages={121-126}
TY - JOUR
AU - Jong Man Lee
TI - Gender Difference in the Perceived Brand Authenticity of Office Worker
JO - Journal of The Korea Society of Computer and Information
PY - 2015
VL - 20
IS - 10
PB - The Korean Society Of Computer And Information
SP - 121
EP - 126
SN - 1598-849X
AB - The central objective of this paper is to check different effects developed by interaction with a gender and brand attributes related to the brand authenticity such as brand authority and brand ethicality. The survey method was used for this paper, and data from a total of 136 office workers were used for the analysis. The data were analyzed using smartPLS, a structural equation modeling tool. The results of the analysis are summarized as follows. First, brand authority has a significant effect on brand authenticity in both male and female. Second, brand ethicality has a significant effect on brand authenticity in only male. Third, brand authenticity has a significant effect on purchase and word-of-mouth intention in only male. Therefore brand authority is the determinant of the perceived brand authenticity. The findings have significant implications which the study inquires into the gender difference in the perceived brand authenticity of consumers.
KW - Brand;Office Worker;Gender Difference
DO -
UR -
ER -
Jong Man Lee. (2015). Gender Difference in the Perceived Brand Authenticity of Office Worker. Journal of The Korea Society of Computer and Information, 20(10), 121-126.
Jong Man Lee. 2015, "Gender Difference in the Perceived Brand Authenticity of Office Worker", Journal of The Korea Society of Computer and Information, vol.20, no.10 pp.121-126.
Jong Man Lee "Gender Difference in the Perceived Brand Authenticity of Office Worker" Journal of The Korea Society of Computer and Information 20.10 pp.121-126 (2015) : 121.
Jong Man Lee. Gender Difference in the Perceived Brand Authenticity of Office Worker. 2015; 20(10), 121-126.
Jong Man Lee. "Gender Difference in the Perceived Brand Authenticity of Office Worker" Journal of The Korea Society of Computer and Information 20, no.10 (2015) : 121-126.
Jong Man Lee. Gender Difference in the Perceived Brand Authenticity of Office Worker. Journal of The Korea Society of Computer and Information, 20(10), 121-126.
Jong Man Lee. Gender Difference in the Perceived Brand Authenticity of Office Worker. Journal of The Korea Society of Computer and Information. 2015; 20(10) 121-126.
Jong Man Lee. Gender Difference in the Perceived Brand Authenticity of Office Worker. 2015; 20(10), 121-126.
Jong Man Lee. "Gender Difference in the Perceived Brand Authenticity of Office Worker" Journal of The Korea Society of Computer and Information 20, no.10 (2015) : 121-126.
