The Effect of Clothing Brand Experience on Consumer-Brand Relationship and Brand Loyalty

Ko, Soonhwa; Rhee, Youngsun

doi:10.5850/jksct.2008.32.1.055

Cited by 9 publications

(2 citation statements)

References 6 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…엔터테인먼트를 기반으로 하는 문화소비 공간으로서 유통매 장이 전 세계적으로 확산되고 있으며 (Suh & Min, 2009;Wakefield & Baker, 1998) (Park & Jeon, 2007 (Zarantonello et al, 2007). 이러한 공간 커 뮤니케이션은 점포와 패션브랜드 충성도 (Ko & Lee, 2008;Moon et al, 2008)를 높이고, 결과적으로는 브랜드 자산 (Kim & Han, 2009;Shin & Kim, 2010) (Chang & Chieng, 2006;Holbrook & Hirschman, 1982), 체 험차원 (Akyildiz & Argan, 2010;Pine & Gilmore, 1998;Sameer & David, 2009;Schmitt, 1999Schmitt, , 2003, 총체적인 측 면에서 브랜드 체험에 대한 개념적 정의와 유형 (Brakus et al, 2009;Kim & Huh, 2007;Lee, 2003;Schmitt, 1999Schmitt, , 2003Zarantonello et al, 2007) (Park & Bae, 2006;Park & Hwang, 2005;Suh & Min, 2009), 공간에서 의 소비자 체험이 브랜드 자산에 미치는 영향 (Lee et al, 2010 (Chang & Koh, 2005), 장기적 관계지향성 (Suh & Lee, 2008), 소비자-브랜드 관계와 브랜드 충성도 (Ko & Lee, 2008), 브랜드 자산 (Kim & Han, 2009;Shin & Kim, 2010), 브랜드 태도 (Moon et al, 2008) (Hong & Park, 2009;Kim & Huh, 2007;Moon et al, 2008;Lee, 2003; (Boswijk et al, 2005;Holbrook & Hirschman, 1982;Meyer & Schwager, 2007;Shaw and Ivens, 2005 (Crosby et al, 1990;...…”

unclassified

See 1 more Smart Citation

Study on the Development of Tools for Measurement of Consumers' Brand Experience Inside and Outside a Fashion Brand Store at a Large Shopping Center

Lee¹,

Kim²

2015

Fashion & Textile Research Journal

View full text Add to dashboard Cite

This quantitative study helps develop a measurement tool for consumer experiences inside and outside of a fashion brand store in a large shopping center along with a previous qualitative study that utilized a consumer interview. An expert group interview was conducted to verify the result of the previous qualitative study. Subjects were selected through convenient sampling. A self-administered questionnaire was developed to collect the data. We used 666 questionnaires for data analysis. To analyze data, reliability analysis, factor analysis, correlation analysis and measurement equivalence verification were conducted with a statistical package of SPSS 21.0 and Amos 18.0. We used 27 questions in 8 factors for consumer experience inside of the fashion brand store: fashion product, VMD, salesperson responsiveness, salesperson specialty, salesperson's special treatment, salesperson's respect for customers, and positive/negative emotion. We used 27 questions concerning seven factors for the consumer experience outside of a fashion brand store that encompasses a large shopping center: experience with brand and product category diversity, experience with promotion and event, esthetic experience, experience with culture and entertainment, experience with recreational behavior, experience with reputation and sense of pride, and experience with customers.

show abstract

unclassified

“…•외부에서의 브랜드 체험요인을 측정할 수 있는 측정도구 개 발과 개발된 측정도구의 척도검증에 대한 연구의 필요성이 제 기된다. 왜냐하면 패션상품은 소비자와 일상을 같이 하는 것으 로 소비자의 신체에 접촉되어 감각과 감정의 몰입이 높기 때문 이다(Ko & Lee, 2008).…”

unclassified

Study on the Development of Tools for Measurement of Consumers' Brand Experience Inside and Outside a Fashion Brand Store at a Large Shopping Center

Lee¹,

Kim²

2015

Fashion & Textile Research Journal

View full text Add to dashboard Cite

show abstract

The Relationships among Purchasing Tendencies, Brand Identification, Consumer-Brand Relationships, and Brand Loyalty of Sports Club Members

Park¹,

Hee²

2016

koreanjournalofsportscience

View full text Add to dashboard Cite

The Effects of Chinese Students' Lifestyle and Gender on Korean Apparel Brand Experience and Attitude

Zhao¹,

Kim

2014

Journal of the Korean Society of Clothing and Textiles

View full text Add to dashboard Cite

This study examines the lifestyle and gender effects of Chinese students in Korea on the Korean apparel brand experience. In addition, this study explores the effect of various brand experiences on attitudes toward Korean apparel brands. This study targets 355 Chinese university students who live in Korea. The results show that a Chinese students' lifestyle consists of four factors: adventure-seeking, sociability, individualism, and materialism. Brand experience consists of five different experiences: cognitive, affective, relational, sensory, and behavioral experience. Adventure-seeking lifestyle affects all five brand experiences and sociability influences sensory and relational experience. Individualism influences relational and behavioral experience; however, materialism affects four brand experiences (except sensory experience). Female students indicate a higher level of brand experience (except relational experience than) male students. Finally, three brand experiences (affective, sensory, and relational experience) impact brand attitude. Theoretical and managerial implications of the results are discussed along with limitations and future research directions.

show abstract

The Effect of Clothing Brand Experience on Consumer-Brand Relationship and Brand Loyalty

Cited by 9 publications

References 6 publications

Study on the Development of Tools for Measurement of Consumers' Brand Experience Inside and Outside a Fashion Brand Store at a Large Shopping Center

Study on the Development of Tools for Measurement of Consumers' Brand Experience Inside and Outside a Fashion Brand Store at a Large Shopping Center

The Relationships among Purchasing Tendencies, Brand Identification, Consumer-Brand Relationships, and Brand Loyalty of Sports Club Members

The Effects of Chinese Students' Lifestyle and Gender on Korean Apparel Brand Experience and Attitude

Contact Info

Product

Resources

About