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http://dx.doi.org/10.12940/jfb.2014.18.5.42

The Effect of Experience Marketing on Brand Attitude and Brand Loyalty of Beauty Salon Franchise Stores  

Lim, Sunnye (Dept. of Beauty Cosmetology, Dongshin University)
Chae, Heeok (Dept. of Beauty Art, Songwon University)
Jeon, Hyunjin (Dept. of Beauty Art, Honmam University)
Publication Information
Journal of Fashion Business / v.18, no.5, 2014 , pp. 42-55 More about this Journal
Abstract
This study examined the relative importance level of experience marketing on brand attitude and brand loyalty in beauty salon franchise stores, and attempted to raise the competitiveness of beauty salon services by presenting this elements as experience marketing strategy directions for beauty salon franchise store management. A questionnaire was used for this study on 350 adults residing in Gwangju Metropolitan City and SPSS 20.0 statistics package was used for analysis. In summary, the results of this study are as follows. First, five factors that make up experience marketing in beauty salon franchise stores were found. They were sensory marketing, relative marketing, emotional marketing, cognitive marketing and behavior marketing. Brand loyalty was categorized into the two factors, attitude loyalty and behavioral loyalty. Also, we found that experience marketing had a statistically positive impact on brand loyalty. Secondly, experience marketing of beauty salon franchise stores was found to have a statistically significant positive effect on brand attitude. Thirdly, we found that the brand attitude of beauty salon franchise stores had a statistically significant positive effect on brand loyalty.
Keywords
brand attitude; brand loyalty; franchise beauty salon; experience marketing;
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