시리즈 전략의 일관성이 패션 브랜드의 진정성과 몰입에 미치는 영향

Abstract

This study examines how perceived consistency in series-based fashion product planning shapes brand authenticity, brand commitment, and product attitudes. Focusing on character collaboration series, perceived consistency refers to consumers’ recognition of a coherent strategic pattern across repeated product releases, while brand authenticity is conceptualized through two dimensions: credibility and originality. To analyze the influence of perceived consistency, data were collected from 375 consumers aged 20 to 50 with prior fashion purchase experience, controlling for character preference to more accurately capture the effects of the series-based planning strategy. Structural equation modeling revealed that perceived consistency significantly enhances both credibility and originality, which in turn strengthens brand commitment, which then positively influences product attitudes. A mediation analysis confirmed that credibility and originality fully mediate the relationship between perceived consistency and brand commitment. These findings suggest that when consumers perceive collaboration products as strategically coherent rather than repetitive, they view the brand as more authentic and form stronger emotional connections. In conclusion, maintaining a consistent thematic direction while introducing creative variation across series installments can enhance perceived authenticity and improve product evaluations, offering practical guidance for brands managing multi-season collaboration lines.