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http://dx.doi.org/10.5850/JKSCT.2012.36.7.677

Effects of Brand Personality on Department Store Attitude and Store Loyalty  

Lee, Ji-Yeon (Dept. of Clothing & Textiles, Hanyang University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.36, no.7, 2012 , pp. 677-689 More about this Journal
Abstract
This research examines the impact of brand personality dimensions on store attitude and store loyalty for department stores. A total of 431 customers participated in the online survey. The participants were women in their 20's to 50's with experience of purchasing apparel from four major department stores. The data were analyzed using factor analysis, reliability test, and structural equation modeling with PASW 18.0 and AMOS 18.0. Analyses revealed three dimensions of the brand personality of department stores: prestige, passion, and sincerity. Among the three dimensions of brand personality, 'passion' and 'sincerity' were shown to be the most influential factors affecting department store attitude. The results suggest that passionate and sincere customers tend to exhibit favorable store attitudes. Customers with more favorable store attitudes then are more likely to express great store loyalty than those with less favorable attitudes. An analysis of the effect of brand personality on attitudes toward department stores provides implications for department store brand management strategies.
Keywords
Brand personality; Department store; Store attitude; Store loyalty;
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Times Cited By KSCI : 2  (Citation Analysis)
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