The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The Effect of Consumer's Brand Attachment of Fashion Luxury Product on Brand Loyalty

패션 명품 소비자의 브랜드 애착이 브랜드 충성도에 미치는 영향

  • Kim, Soo-Jin (Dept. of Clothing and Textiles, Chonnam National University) ;
  • Kim, Gae-Sook (Dept. of Clothing and Textiles, Chungnam National University)
  • Published : 2009.02.28
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Abstract

The purpose of this study was to examine consumers' brand attachment of fashion luxury product by emotional approach of brand loyalty. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally, 218 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows; First, there were significant differences in brand loyalty according to consumers' age, marriage yes or no, occupation, education level, and income. Second, the consumers' brand attachment of fashion luxury products was composed of five factors; emotional, dependent, attractive, knowledge, interest. Third, there were significant differences in brand loyalty according to consumers' age, marriage yes or no, occupation, education level, and income. Fourth, there were significant differences in brand attachment according to consumers' age, marriage yes or no, occupation, education level, and income. There were significant differences in emotional, dependent, attractive, knowledge, interest dimension of brand attachment according to consumers' age, sex, marriage yes or no, occupation, education level, and income. Fifth, the brand attachment significantly influenced on the brand loyalty.

Keywords

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