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Composite Loyalty Orientation of Store and Brand Choice of Department Store Fashion Consumers  

Moon, Hee-Kang (Dept. of Clothing & Textiles, Seoul National University)
Rhee, Eun-Young (Dept. of Clothing & Textiles, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.30, no.8, 2006 , pp. 1263-1274 More about this Journal
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
Composite loyalty orientation; Store loyalty; Brand loyalty; Store types; Department store fashion consumers;
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Times Cited By KSCI : 1  (Citation Analysis)
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