Culture Information Technology (CIT)

A Study on the Structural Relationship between Authenticity of Sportswear Brand Corporate, Brand Image, Brand Attitude, and Premium Payment Intention



The purpose of this study is to conduct an empirical study on brand authenticity targeting sportswear brand consumers. Through this, we intend to provide the accumulation and implications of authenticity research. For the research model, first, the authenticity of sportswear brand companies was selected as an independent variable. Brand image and brand attitude were selected as the next parameters. Finally, the dependent variable was the intention to pay the premium. Structural equation model analysis was conducted for the structural relationship between these variables. The subjects of this study are consumers who have purchased sportswear brands within the past year. Convenience sampling was used for the sample survey, and 262 people were finally selected as valid samples. The survey was conducted as a non-face-to-face online survey due to the COVID-19 infection. For data processing, frequency analysis was conducted using SPSS 23 to identify the individual characteristics of the survey subjects. In addition, exploratory factor analysis and reliability analysis were performed to refine the scale of the survey tool. Next, using AMOS 21, confirmatory factor analysis and correlation analysis were conducted to verify the measurement model. In addition, structural equation model analysis was conducted to verify the hypothesis. As a result of the analysis, all six hypotheses selected from the research model were adopted.


1. Introduction
2. Study Hypothesis
2.1 Relationship between Corporate Authenticity and Brand Image
2.2 Relationship between Corporate Authenticity and Brand Attitude
2.3 Relationship between Brand Image and Brand Attitude
2.4 Relationship between Brand Image and Premium Payment Intention
2.5 Relationship between Brand Attitude and Premium Payment Intention
2.6 Relationship between Corporate Authenticity and Premium Payment Intention
3. Research Method
3.1 Research Subjects and Sampling Methods
3.2 Research Tools
4. Results
4.1 Validity and Reliability Analysis of Research Tools
4.2 Fitness of the research model
4.3 Hypothesis verification result
5. Conclusion


  • Yong-Bae Jeon Professor, Department of Sport Management, Dankook University, Korea
  • Mi-Jeong Kim Ph D. Student of Physical Education, Dankook University, Korea


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