Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of New Luxury Fashion Brand's Product Benefit on Brand Loyalty and Brand Commitment - Focus on dual path model by brand Attitude and brand Attachment -

뉴럭셔리 패션브랜드 제품추구혜택이 브랜드 충성도와 브랜드 몰입에 미치는 영향 - 브랜드 태도와 브랜드 애착에 의한 이중경로 형성을 중심으로 -

  • 최미영 (덕성여자대학교 의상디자인학과)
  • Received : 2011.04.13
  • Accepted : 2011.06.03
  • Published : 2011.10.31
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Abstract

As new luxury brands are becoming more popular, recent new luxury consumers are showing different tendencies of consumption. The purpose of this study is to investigates the specific bond between the product benefits for new luxury fashion brand and the consumer-brand relationship. Specifically this study conceptualizes the dual path which leads to brand loyalty and brand commitment. 300 data from on-line survey were collected from middle class women who had trading up needs and respondents were asked to select their favorable new luxury fashion brand. As a result of an exploratory factor analysis to identify the structural dimensions of product benefit for new luxury brand groups, four factors were extracted; psychological/emotional benefits, social/symbolic benefits, self-expressive benefits, and product functional benefit. Additional results show that brand attitude had more positive effect on brand loyalty and brand attachment had more positive effect on brand commitment. The findings of this study contribute to provide practical implication on market segmentation for new luxury brands.

Keywords

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