Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Composite Loyalty Orientation of Store and Brand Choice of Department Store Fashion Consumers

백화점 의류구매자의 점포와 상표에 대한 복합적 충성성향

  • Moon, Hee-Kang (Dept. of Clothing & Textiles, Seoul National University) ;
  • Rhee, Eun-Young (Dept. of Clothing & Textiles, Seoul National University)
  • 문희강 (서울대학교 생활과학대학 의류학과) ;
  • 이은영 (서울대학교 생활과학대학 의류학과)
  • Published : 2006.08.31
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Abstract

Consumers' store loyalty and brand loyalty are closely related in apparel product purchase decision making process. The purpose of this study was to identify consumers' composite loyalty orientation considering both store loyalty and brand loyalty. As for the method of the research, in-depth face-to-face interviews were carried out. 20 interviewees were asked to describe apparel product purchase decision making process related to store choice and brand choice. Store loyalty and brand loyalty were combined to identify composite loyalty orientation. In this process, 6 types of loyalty orientation were identified; single-store type loyal/convenient brand loyal, single-store type loyal/low brand involved, multi-store type loyal/affected brand loyal, multi-store type loyal/economic multi-brand loyal, multi-store type loyal/value-seeking multi-brand loyal, multi-store type loyal/brand non loyal. The characteristics of each loyalty orientation were compared.

Keywords

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