PURPOSE This study aimed to identify the dimensions of sport brand authenticity and to develop a valid and reliable scale for measuring such dimensions. METHODS Along with a sequential mixed method design, qualitative researches were conducted (a literature review on brand authenticity and the inherent value of sport, 5 one-to-one expert interviews, and a Delphi survey of 10 researchers). Based on the qualitative research results, an EFA (n=304), 2 times CFA (1st: n=304, 2nd: n=311), and correlation analysis using the other scale (brand relationship quality, brand attachment, brand credibility) were conducted to test reliability, construct validity, and criterion-related validity. RESULTS In the qualitative research results, 8 dimensions with 36 items were extracted; however 6 dimensions (originality, connectedness, legitimacy, authority, sport spirit, and expertise) with 28 items were identified as appropriate structures from EFA and CFA, and the relations between all the dimensions and other scales related to consumer attitude were statistically significant in the correlation analysis. CONCLUSIONS The findings suggest that the scale in this study could provide a new and specific perspective on sport brand authenticity, which is constructed using a general aspect and a sport specific aspect, and an understanding of the concept of sport brand authenticity in other sport industries.
PURPOSE This study aimed to identify the underlying dimensions of brand (professional sport team) authenticity and to develop a valid, reliable scale to measure these dimensions. METHODS A pool of 67 potential items was drawn through a literature review, content analysis, qualitative research (n=43), and an expert evaluation. The identified items were subjected to exploratory factor analysis (n=248) and confirmatory factor analysis (n=285). In addition, multiple regressions were conducted to examine the criterion validity of the scale. RESULTS The results showed that the brand authenticity scale for professional sport teams consists of 42 items representing 8 dimensions: continuity, originality, quality commitment, heritage, symbolism, credibility, stakeholder-related integrity, and consumer-related integrity. The study has proven evidences of internal consistency and convergent, discriminant, and criterion validity of the scale. CONCLUSIONS The findings suggest that the scale developed in this study offers a vital foundation to understand the structure of brand authenticity in the context of sport fans and its impact on sport consumer behavior.
PURPOSE This study aimed to explore methods for stimulating consumer purchasing behavior in the sportswear market, where gaining a competitive edge through traditional means has become increasingly challenging, by focusing on the recently highlighted environmental, social, and governance (ESG) management practices. The objective was to present strategic alternatives for sportswear brands grounded in sustainable management and value creation. METHODS The research employed SPSS 21.0 and AMOS 21.0 for frequency analysis, reliability and validity analysis, confirmatory factor analysis, structural equation modeling, and mediation effect analysis. RESULTS First, among the sportswear brand‘s ESG message trust and ESG authenticity, only ESG authenticity positively impacted consumer behavior. Second, both the sportswear brand‘s ESG message trust and ESG authenticity were found to positively influence ESG congruence. Third, ESG message trust and ESG authenticity negatively affected ESG skepticism. Fourth, ESG congruence positively impacted consumer behavior. Fifth, ESG skepticism was found to negatively influence consumer behavior. The mediation effect analysis yielded the following results: First, the direct effect of ESG message trust on consumer behavior was not statistically significant; however, a full mediation effect was observed through ESG congruence and skepticism. Second, the direct effect of ESG authenticity on consumer behavior was statistically significant, with a partial mediation effect through ESG congruence and skepticism. CONCLUSIONS For sportswear brands to achieve sustainable management and profit generation, it is essential to explore methods for stimulating consumer purchasing behavior based on trust and authenticity in ESG messages.
