브랜드 진정성에 대한 소비자의 지각이 브랜드 충성도와 구전의도에 미치는 영향 - 멀티 페르소나의 조절효과를 중심으로 -

The purpose of this study is to demonstrate the moderating role of consumers’ perception of multi-persona, one of self-expression methods, in the relationship between corporate brand authenticity, brand loyalty, and word-of-mouth intention. In particular, with the increase in experiential consumption patterns, these relationships were verified through path analysis of the influence of brand authenticity on consumers’ brand loyalty and word of mouth intention. In addition, the demonstration of the modulating effect of multi-persona brought very interesting results. As a result of the empirical results, brand authenticity was composed of originality, tradition, and consistency factors. Among these factors, brand originality and brand consistency were found to have a significant effect on loyal- ty, and all factors of brand originality, tradition, and consistency were found to have a significant effect on word of mouth intention. Also, brand loyalty was found to have a significant effect on word of mouth intention. In addition, the interaction effect was verified through one-way analysis of variance. As a result of the verifi- cation, the high perception of brand authenticity showed statistically significantly higher scores on brand loyalty and word of mouth than the low perception of brand authenticity. Also, in the case of multi-persona, the relationship between brand authenticity and loyalty showed a moder- ating effect except for tradition, and the relationship between brand authenticity and word of mouth intention showed an interaction effect with all factors, indicating a moderating effect. Based on the above research results, it is judged that understanding the multi-persona accurately and devel- oping a marketing strategy by linking the brand authenticity of the company with the multi-persona will have a very important effect on brand loyalty and word of mouth intention.