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http://dx.doi.org/10.13067/JKIECS.2014.9.8.945

A Study on Brand Personality Image, Shopping Value, Customer Satisfaction and Recommendation Intention in the IT Environment  

Kim, Kyung-Hee (신라대학교 경영학과)
Publication Information
The Journal of the Korea institute of electronic communication sciences / v.9, no.8, 2014 , pp. 945-953 More about this Journal
Abstract
This study attempts to explore the connectivity among brand personality, shopping value, customer satisfaction and recommendation intention by deriving brand personality image factors of online shopping malls. The analysis results are as follows. First, the brand personality of shopping malls were derived as 'vital', 'familiar', 'credible', 'competent', and 'sophisticated.' Second, shopping value was derived as hedonistic and practical shopping values. Third, it was shown that brand personality of shopping malls has significant impacts on shopping value. In addition, customers' shopping value, customer satisfaction and recommendation intention have significant impacts on each other. It is expected that this study can provide basic information for constructing differentiated marketing strategies in the domestic online shopping malls whose competition is heating up.
Keywords
Brand Personality; Shopping Value; Customer Satisfaction; Recommendation Intention;
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Times Cited By KSCI : 4  (Citation Analysis)
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