Browse > Article
http://dx.doi.org/10.5805/SFTI.2016.18.6.800

The Effects of Multi-channel Attributes of Dongdaemun-based Fashion Brands on Customer Equity  

Ko, Jeonmi (Dept. of Clothing & Textiles, Yonsei University)
Ko, Eunju (Dept. of Clothing & Textiles, Yonsei University)
Publication Information
Fashion & Textile Research Journal / v.18, no.6, 2016 , pp. 800-811 More about this Journal
Abstract
This study aims to extract the multi-channel attributes of Dongdaemun-based fashion brands and consider the effects of these attributes on customer equity, customer satisfaction and re-purchase intention. In total, 493 samples of those who have purchased Dongdaemun-based fashion brand products using multi-channels were collected for the final data analysis, which was performed using SPSS 21.0 and AMOS 18.0. The findings of study are as follows. Among the multi-channel attributes of Dongdaemun-based fashion brands, entertainment and informativeness had a significant effect on all customer equity drivers. In terms of the effects of customer equity drivers on customer satisfaction and re-purchase intention, all customer equity drivers significantly influenced customer satisfaction, while brand equity significantly influenced re-purchase intention. Also, customer satisfaction significantly affected re-purchase intention. In the effective relationship between customer equity drivers and CLV, brand equity causes a significant influence on CLV amongst the customer equity drivers. There were significant differences among groups following the multi-channel shopping orientation of consumers. This study is significant for its scientific focus on the distribution channels of Dongdaemun, and in terms of the practical aspect of identifying the multi-channel attributes considered to be important to consumers. Measuring customer equity will suggest implications about the long-term direction of the development of Dongdaemun-based fashion brands.
Keywords
multi-channel; Dongdaemun-based fashion brands; customer equity; customer satisfaction; re-purchase intentio;
Citations & Related Records
Times Cited By KSCI : 10  (Citation Analysis)
연도 인용수 순위
1 Gensler, S., Verhoef, P. C., & Bohm, M. (2012). Understanding consumers' multichannel choices across the different stages of the buying process. Marketing Letters, 23(4), 987-1003. doi:10.1007/s11002-012-9199-9   DOI
2 Gupta, S., & Lehmann, D. R. (2003). Customers as assets. Journal of Interactive Marketing, 17(1), 9-24. doi:10.1002/dir.10045   DOI
3 Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer's perspective. Journal of the Academy of Marketing Science, 26(2), 101-114. doi:10.1177/0092070398262002   DOI
4 Hair, J. F., Black, B., Babin, B., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). New Jersey, NJ: Prentice Hall International.
5 Konus, U., Verhoef, P. C., & Neslin, S. A. (2008). Multichannel shopper segments and their covariates. Journal of Retailing, 84(4), 398-413. doi:10.1016/j.jretai.2008.09.002   DOI
6 Kumar, V., & Venkatesan, R. (2005). Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior. Journal of Interactive Marketing, 19(2), 44-62. doi:10.1002/dir.20034   DOI
7 Lee, C. H., Ko, E., Tikkanen, H., Phan, M. C. T., Aiello, G., Donvito, R., & Raithel, S. (2014). Marketing mix and customer equity of SPA brands: Cross-cultural perspectives. Journal of Business Research, 67(10), 2155-2163. doi:10.1016/j.jbusres.2014.04.025   DOI
8 Lee, G. H. (2007). An analysis of consumer choice between the internet and TV home shopping channels. Journal of Distribution Research, 12(4), 27-47.
9 Lee, G. I. (2012). The effect of global SPA brand's experiential marketing provider on shopping experience and customer. Unpublished master's thesis, Yonsei University, Seoul.
10 Lee, K. Y., Baek, J. H., & Park, K. D. (2010). Effects of consumers' experience of brand shop on brand equity. Korean Journal of Communication Studies, 18(2), 83-103.
11 Lee, M. J., & Lee, K. H. (2013). Mobile shopping motives and fashion application acceptance. Journal of Digital Convergence, 11(1), 153-163.   DOI
12 Lim, M. S., Kim, D. Y., & Lee, M. K. (2010). A study on revitalization strategies for Dongdaemoon fashion retail market. Journal of Fashion Business, 14(4), 41-57.
13 Liu, Y. (2007). The long-term impact of loyalty programs on consumer purchase behavior and loyalty. Journal of Marketing, 71(4), 19-35. doi:10.1509/jmkg.71.4.19   DOI
14 Kim, A., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. doi:10.1016/j.jbusres.2011.10.014   DOI
15 Ko, E., & Oh, S. M. (2009). A study on customer equity of luxury brands. Journal of the Korean Society of Clothing and Textiles, 33(7), 1025-1037. doi:10.5850/JKSCT.2009.33.7.1025   DOI
16 Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800. doi:10.1108/03090560310495456   DOI
17 Hong, B. S., & Lee, E. J. (2007). The distribution revitalization policy by the structural characteristic analysis of dongdaemoon fashion market. Journal of Distribution Research, 12(5), 153-174.
18 Jang, W. Y., Cho, K. M., & Park, J. H. (2014). The effects of the congruence between sports brand personality and self-image on brand loyalty and repurchase intention. Korean Journal of Sport Management, 19(3), 121-136.
19 Joo, Y. H. (2010). Multichannel shopping and customer satisfaction : The role of shopping experience and customer-firm relationship characteristics. Journal of Distribution Research, 15(4), 21-60.
20 Ju, S. R., & Chung, M. S. (2012). The effects of college students' perceived value of and satisfaction with loyalty program on customer loyalty in fashion firms. The Research Journal of the Costume Culture, 20(3), 378-391. doi:10.7741/rjcc.2012.20.3.378   DOI
21 Kim, D. Y., & Kim, S. H. (2013). The impacts of three drivers of customer equity on firm value. The Academy of Customer satisfaction Management, 15(1), 27-52.
22 Kim, J. H., Chung, S. J., & Kim, D. G. (2015). Importance of apparel product selection criteria to retail buyers in Dongdaemun market. Korean Fashion & Costume Design Association, 17(2), 1-10.
23 Oliver, R. L., & Swan, J. E. (1989). Equity and disconfirmation perceptions as influences on merchant and product satisfaction. Journal of Consumer Research, 372-383. doi:8080/10.1086/209223
24 McGoldrick, P. J., & Collins, N. (2007). Multichannel retailing: Profiling the multichannel shopper. International Review of Retail, Distribution and Consumer Research, 17(2), 139-158. doi:10.1080/09593960701189937   DOI
25 Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of Marketing Research, 38(1), 131-142. doi:10.1509/jmkr.38.1.131.18832   DOI
26 Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York, NY: Irwin-McGraw-Hill.
27 Pappu, R., & Quester, P. (2006). Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands. Journal of Product & Brand Management, 15(1), 4-14. doi:8080/10.1108/10610420610650837   DOI
28 Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420.
29 Pascale, M. (2000). Online catalogers. Spending more, making more, brining more inhouse. Catalog Age, 6, 8-13.
30 Park, G. J., Chung, K. H., & Park, S. Y. (2011). The effect of channel equity on private brand image and purchase intent. Korea Research Academy of Distribution and Management Review, 14(5), 27-49.
31 Rust, R. T., Zeithaml, V., & Lemon, K. (2000). Driving customer equity: How customer lifetime value is reshaping corporate strategy. London: Somin and Schuster.
32 Park, H. S., & Kim, H. S. (2011). The effects of benefits and online shopping risks on channel selection for luxury fashion items. Journal of the Korean Society of Clothing and Textiles, 35(1), 13-25. doi:10.5850/JKSCT.2011.35.1.013   DOI
33 Park, S. (2008). A study on the relation effects and respons act in the distribution channels of national & foreign clothing brand - The relationship between the department store and the tenant in the departmentstore. Korea Research Academy of Distribution and Management Review, 11(4), 79-106.
34 Park, S. H. (2015). New concept of Dongdaemun select shop. Economymk.co.kr. Retrieved from http://news.mk.co.kr/newsRead.php?year=2015&no=324333.
35 Rios, R. E., & Riquelme, H. E. (2008). Brand equity for online companies. Marketing Intelligence & Planning, 26(7), 719-742. doi:8080/10.1108/02634500810916681   DOI
36 Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109-127. doi:10.1509/jmkg.68.1.109.24030   DOI
37 Shon, H. J. (2013, September). 'ICT and retail: Omni-channel'. Digieco report. 201305. Retrieved from www.digieco.org.
38 Stone, M., Hobbs, M., & Khaleeli, M. (2002). Multichannel customer management: The benefits and challenges. Journal of Database Marketing, 10(1), 39-52. doi:10.1057/palgrave.jdm.3240093   DOI
39 Taylor, S. A., Celuch, K., & Goodwin, S. (2004). The importance of brand equity to customer loyalty. Journal of Product & Brand Management, 13(4), 217-227. doi:8080/10.1108/10610420410546934   DOI
40 Sun, Y., Kim, K. H., & Kim, J. R. (2014). Examining relationships among sustainable orientation, perceived sustainable marketing performance, and customer equity in fast fashion industry. Journal of Global Fashion Marketing, 5(1), 74-86. doi:8080/10.1080/20932685.2013.866319   DOI
41 Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822. doi:10.1002/mar.20030   DOI
42 Aaker, D. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
43 Agnihotri, A. (2015). Can brick-and-mortar retailers successfully become multichannel retailers?. Journal of Marketing Channels, 22(1), 62-73. doi:10.1080/1046669X.2015.978702   DOI
44 Taylor, S. A., & Cronin, J. J. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations. Journal of Marketing: A Quarterly Publication of the American Marketing Association, 58(1), 125-131. doi:10.2307/1252256   DOI
45 Wang, C. Y., & Hsu, M. K. (2010). The relationships of destination image, satisfaction, and behavioral intentions: An integrated model. Journal of Travel & Tourism Marketing, 27(8), 829-843. doi:8080/10.1080/10548408.2010.527249   DOI
46 Woo, J., Park, H. S., & Yun, S. J. (2005). An exploratory study of component and formation of customer equity. Journal of Marketing Management Research, 10(3), 113-129.
47 Yun, S. Y., & Ko, E. (2006). A study on measuring and defining dimensions of fashion product customer equity. Journal of the Korean Society of Clothing and Textiles, 30(9,10), 1389-1399.
48 Ahn, M. Y. (2014). A study on apparel product quality recognition of Dongdanmoon fashion market. Journal of Korean Institute of Culture Product Art & Design, 38, 67-77.
49 Yun, S. J., Woo, J., & Park, H. S. (2006). Relationship among marketing activities, customer equity and Brand equity. Korean Journal of Business Administration, 19(1), 1-24.
50 Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. doi:10.2307/1251446   DOI
51 Bae, B. I. (2015). The effect of purchasing factors of mobile fashion shopping on customer satisfaction and repurchase intention. Unpublished master's thesis, Konkuk University, Seoul.
52 Balasubramanian, S., Raghunathan, R., & Mahajan, V. (2005). Consumers in a multichannel environment: Product utility, process utility, and channel choice. Journal of Interactive Marketing, 19(2), 12-30. doi:10.1002/dir.20032   DOI
53 Blattberg, R. C., & Deighton, J. (1996). Manage marketing by the customer equity test. Harvard Business Review, 74(4), 136.
54 Blazquez, M. (2014). Fashion shopping in multichannel retail: The role of technology in enhancing the customer experience. International Journal of Electronic Commerce, 18(4), 97-116.   DOI
55 Bong Na, W., Marshall, R., & Lane Keller, K. (1999). Measuring brand power: Validating a model for optimizing brand equity. Journal of Product & Brand Management, 8(3), 170-184. doi:10.1108/10610429910272439   DOI
56 Chae, H., Ko, E., & Han, J. (2015). How do customers' SNS participation activities impact on customer equity drivers and customer loyalty? Focus on the SNS services of a global SPA brand. Journal of Global Scholars of Marketing Science, 25(2), 122-141. doi:10.1080/21639159.2015.1012809   DOI
57 Kim, M. Y. (2014a). Exploratory study on global marketing strategy for the Dongdaemun fashion district. Journal of the Korean Society of Costume, 64(3), 47-61. doi:10.7233/jksc.2014.64.3.047   DOI
58 Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93. doi:10.1509/jmkg.65.2.81.18255   DOI
59 Cho, S. L. (2011). Effects of relationship marketing activities on customer equity drivers and customer behaviors. Management Information Systems Review, 30(2), 185-210.   DOI
60 Kim, J. H., & Lee, J. H. (2011). A study on factors that affect the selection of multichannel in the apparel retail - Based on the characteristics of marketing and customer. Journal of the Korean Society of Clothing and Textiles, 35(7), 801-815. doi:10.5850/JKSCT.2011.35.7.801   DOI
61 Kim, S. H. (2007). A study on the fast fashion(Part 1) - Focusing on marketing strategy. The Research Journal of the Costume Culture, 15(5), 875-887.   DOI
62 Kim, S. (2014b). Is Dongdaemun fashion on the rise?. Fashionbiz.co.kr. Retrieved from http://www.fashionbiz.co.kr/RE/print.asp?cate=2&recom=&idx=142476&uidx=0
63 Kim, S. H., Lee, S. H., & Lim, T. S. (2014). The effect of self-brand image congruity and functional congruity on brand love, brand attitude and consumers' responses. Journal of Markeing Studies, 22(4), 1-19.
64 Kim, Y. C., Whang, S. J., & Kim, M. J. (2009). The effect of consumer involvement on the relationship between brand equity and customer satisfaction. The Korean Venture Management Review, 12(2), 93-115.
65 Ko, E., Choo, H., Lee, J. Y., Song, S., & Whang, H. (2013). Triangulated value perspectives of Place marketing: A case of Dongdaemun and the Doota shopping mall. Journal of Global Fashion Marketing, 4(4), 299-318. doi:8080/10.1080/20932685.2013.822683   DOI
66 Ko, E., Lee, M. A., Lee, M. Y., Phan, M., Kim, K. H., Hwang, Y. K., & Burns, L. D. (2011). Product attributes' effects on perceived values and repurchase intention in Korea, USA, and France. Journal of Global Scholars of Marketing Science, 21(3), 155-166. doi:8080/10.1080/21639159.2011.9711022   DOI
67 Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. doi:10.1016/S0022-4359(00)00028-2   DOI
68 Cho, W. S. (2007). The relationships between service quality, trust and repurchase intention. Tourism Study, 21(4), 227-244.
69 Choi, J. (2004). Consumer multichannel choice behavior in the information search and purchasing stages. Journal of Consumer Studies, 15(4), 103-120.
70 Chun, E., Ko, J., Lee, J., & Ko, E. (2013). The effect of sports event tourism on event attitude and the brand equity of sportswear sponsors. Journal of Global Scholars of Marketing Science, 23, 72-91. doi:10.1080/21639159.2012.744512   DOI
71 Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(4), 7-18. doi:10.2307/1251898   DOI