The Effects of Price Transparency Dimensions on Attitudes toward Fashion Brand: Focusing on Mediating Effects of Integrity, Benevolence, and Competence

This study aims to identify the dimensions of transparency that consumers perceive in fashion brands' price formation disclosures and how they affect their attitudes toward fashion brands, mediated by the brand trust constructs of integrity, benevolence, and competence. Price transparency was found to have a significant defining effect on brand integrity, benevolence, and competence. Brand trust structure had direct significant effect on brand attitudes. The mediating effects of trust structure were supported between price transparency and brand attitude. By analyzing the effects of price transparency dimensions on consumers' attitudes toward brands and trust structure, the results of this study can provide an in-depth understanding of consumers' perceptions of fashion brands' information disclosure, which can contribute to fashion brands' strategy formulation regarding price transparency and information provision and operation methods of companies with important values.