Browse > Article
http://dx.doi.org/10.14400/JDC.2016.14.4.185

A study on the Effect of Consumer Lifestyle on Brand Attitude, Brand Attachment influence upon Brand Loyalty  

Seo, Gyeong-Do (Dept. of Hotel food service culinary arts, Gwangju University)
Lee, Jung-Eun (Rural Development Administration Rural Environment & Resource Division)
Publication Information
Journal of Digital Convergence / v.14, no.4, 2016 , pp. 185-192 More about this Journal
Abstract
The purpose of this paper is to examine the relationships among consumer lifestyle, brand attitude, brand attachment, and behavior pattern. Sampling with consumers who experienced eating out in regional catering companies as a population was done and the survey was conducted targeting consumers of catering companies in Gwangju. Therefore, it analyzed the sample by setting hypotheses and research model according to the research objective. First, as for the relationship between lifestyle and brand attitude, the lifestyle as a personal inclination formed a significant relationship with brand attitude the characteristics of which are recognition, convenience, and familiar features regardless of the type of lifestyle. Second, consumer lifestyle in types of reality seeking, value-oriented, and fashion-pursuing formed a significant relationships with brand attachment in order of mention, whereas social oriented type did not form a significant relationship. Third, the relationship between consumer brand attitude and brand loyalty formed a significant relation with the relationship between consumer brand attachment and brand loyalty.
Keywords
Life Style; Brand Attitude; Brand; Brand Loyalty; Regression Analysis;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 K. D. Seo & J. E. Lee, "The Relationship among Brand Equity, Corporate personality, Attachment and Consumer behavior", The Journal of digital policy & management, Vol.11 No.10, pp. 313-320, 2013.
2 D. I., Tag, "A Study on The Influence of Convergence Benefit of Facebook Fan Page in Brand Attachment and Brand Commitment", Journal of the Korea Convergence Society, Vol.6, No.5, pp. 199-206, 2015.   DOI
3 Warrington, P & S. Y. Shim, "An empirical investigation of the relationship between product involvement and brand commitment", Psychology and Marketing, Vol.17, No.9, pp.761-782, 2000.   DOI
4 Matthew T., Deborah J. M. & C. W. Park, "The ties that bind: Measuring the strength of consumer's emotional attachments to brand", Journal of Consumer Psychology, Vol.15, No.1. pp. 77-91, 2006.
5 Aaker, D. A. & Jennifer. L., "Dimensions of Brand Personality", Journal of Marketing Research, Vol. 24, No.3, pp.347-356, 1997
6 N. G., Park., "A Study on the Effect of the Corporate Social Responsibility Activities on Brand Equity and Purchase Intention: Focused on Moderating Effect of the Customer's Mobile Communication Service Quality. Journal of digital convergence", Vol.12, No.12, pp.189-202, 2014.
7 W. Choi., J. S. Lee & W. K. Cho, "The effect of Brand Equity and Consumer Value on Customer Loyalty in Food Industry. Journal of Food Management", Vol.14, No.2, pp. 277-298, 2011.
8 Robert D., "Food Service & Restaurant Marketing", Van Nostrand Rein Hold, 1993.
9 Y. K, Kim, "Dimensions of consumer-Brand relations". Advertising Research, 49, pp.29-53, 2002
10 K. H., Kim & S. K., Chol, "Comparison on Coffee Shop Brand Personality image and Consumer Behavior According to Consumer's Characteristics of Lifestyle Types: Focused on University Student in Busan area", Journal of Food service Management society of Korea, Vol.17, No.3, pp.31-51, 2014.
11 W. S., Seo & J, A., Beak, "A study on Difference in Lifestyle concepts of Customer's Purchase Attitude: Brand preference of Family Restaurant Customers", Journal of Tourism & Leisure Research, Vol.18, No.1, pp.161-178, 2006.
12 Plumer, J. T., "The Concept and Application of life Style Segregation", Journal of marketing. January, pp.33-37, 1974
13 N. J., Lee J. & G. Y., Son, J. H., "A Study on the Relationship between Lifestyle and the Use of Internet Banking", The Journal of digital policy & management Proceeding, Nov. pp 391-410.
14 J. E., Kim, "Consumer Behavior", Seoul: Hyeoung-Seol Pub. 2013.
15 K. H., Kim & Y. T., Kim, A Study on the effect of Family Restaurant Brand equity. TOSOK 46th Symposium, 1999.
16 Lazer. W. "Life Style Concepts and Marketing in Toward Scientific Marketing", ed., S.A. Greyer, Chicago, IL: American Marketing Association, 1963.
17 Moor, D. G., "Life Style in Mobile Suburbia, in Toward Scientific Marketing", ed., S.A. Greyer, Chicago, IL: American Marketing Association, 1963.
18 Engle, J. F., "Consumer behavior". 4rd ed. Hinsdale, IL: The Dryden Press, 1978.
19 Aaker, J. L., "Dimensions of brand personality", Journal of Marketing research, Vol.34, No.3, pp.347-357, 1997.   DOI
20 Low, G. S. & Lam, C. J., "The measurement and dimension ability of brand association" Journal of Product & Brand Management, Vol.9, No.6, pp.350-370, 2000.   DOI
21 H. J., Lee & J. H., Suh, "The Effect of Experience in Coffee Shop on Brand Attitude, Brand Attachment and brand Loyalty", Vol.15, No.4, pp.105-128, 2012.