• 한국의류학회지
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• 제28권6호
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• pp.862-871
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• 2004

This research is ultimately to understand the general behavior of luxury goods consumers and to diversify the consumer groups according to the relationships between their benefit seeking and brand loyalty. The subjects used for the research were 223 female consumers who purchased fashion luxury goods. The data were analyzed by factor analysis and multiple regression. The results showed that there were four factors in benefit seeking of luxury goods; self-improvement, aesthetics, uniqueness and quality. Each of the factors was analyzed in relation to brand loyalty and brand variety seeking motivations. Brand loyalty's factors were continuous brand loyalty, trademark brand loyalty and devoting brand loyalty. Brand variety seeking motivation factors were change/novelty seeking motivation, quality/recommendation, discounted price and unique types of product line. The consumers who were seeking self- improvement were showing trademark brand loyalty rather than continuous or devoting brand loyalty. Meanwhile, the quality benefit seeking customers showed continuous or devoting brand loyalty. The most important motivations in brand variety seeking was change/ novelty seeking. The implications and marketing strategies of the research were discussed.

• 패션비즈니스
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• 제9권1호
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• pp.152-159
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• 2005

The purpose of this study was to examine variables which influenced on fashion jewelry consumers' purchasing behavior. 565 respondents living in Seoul and its suburb were surveyed for this study. For data analysis, descriptive statistics, factor analysis, ANOVA, and regression were used for this study. As the result, the frequencies of purchasing toward the fashion jewelry products were associated with materialism, brand royalty, reference group influence. Also, results revealed that materialism and brand royalty accounted for 41% of the explained variance in the frequency of purchasing products on fashion jewelry. Based on these results, fashion jewelry marketing strategies would be suggested.

• 대한가정학회지
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• 제41권11호
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• pp.21-33
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• 2003

According as the importance of brand value has increased, it's so significant that we analysis brand loyalty and buying-behavior types in the side of various consumption. Also, it will make it for us to presuppose consumer's buying-behaviors in modem society. As an analytical result of consumer's buying-behavior type, they were divided into four type; price value consciousness type, sale orientation type, price-quality schema type, convenience type. As a result of cluster analysis and one-way ANOVA on the three type of consumer's buying-behavior : Price-orientation type, high quality orientation, convience orientation. And it was found that there was relation between buying-behavior types and brand loyalty. Specially, it was high positive relationship between high quality orientation and brand loyalty, convience orientation and brand loyalty.

• 디지털융복합연구
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• 제16권4호
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• pp.127-135
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• 2018

본 연구는 소비자의 브랜드편익(상징적 vs. 기능적)이 브랜드확장에 미치는 영향을 살펴보는 것으로, 특히 상표신념의 매개효과와 범주적 유사성의 조절효과를 살펴보았다. 이를 위하여 초점집단면접과 프리테스트를 통해 2개의 제품범주(시계와 가방)에서 각각 2개의 모브랜드(롤렉스 vs. 카시오, 프라다 vs. 코치)와 2개의 확장제품(팔찌, 구두)을 자극물로 선정하고, 구글(www.google.com)의 설문조사 사이트를 통해 전국의 성인남녀를 대상으로 196개의 표본자료를 수집하여 부적절한 응답지를 제외한 193개의 응답지로 최종 회귀분석을 하였다. 연구결과 소비자가 추구하는 브랜드편익에 따라 브랜드확장에 대한 태도가 달라질 수 있다는 선행연구의 결과를 재확인하였으며, 이는 상표신념에 의해 완전 매개된다는 점도 확인하였다. 또한 본 연구에서는 소비자의 브랜드편익이 브랜드 확장태도에 미치는 영향이 범주적 유사성에 의해 조절될 수 있음도 확인하였다. 이러한 연구결과는 상표신념의 구축이 브랜드확장 전략의 하나로 충분히 사용될 수 있다는 이론적 시사점과 범주적 유사성을 고려한 브랜드커뮤니케이션 전략이 브랜드 편익에 따라 달라져야 한다는 실무적 시사점을 제공한다. 또 본 연구를 활용하여, 브랜드 적합성 또는 충성도 등 다양한 조절요인과 매개요인과의 관계설정도 가능하리라 본다.

• 마케팅과학연구
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• 제18권4호
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• pp.245-276
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• 2008

본 연구는 상표자산의 구성요소에 대한 선행요인을 분석하고 이를 토대로 하여 상표자산 구성요소와 상표자산 영향요인간의 관계 그리고 상표자산 구성요소와 구매의도간의 관계를 규명하고 한국과 영국을 중심으로 비교하여 상표자산관리 방안을 도출해보고자 하였다. 연구결과, 정보탐색은 제품지식에 정(+)의 영향을 미치며, 상표태도와 상표지식은 상표 충성도와 상표 가치에 정(+)의 영향을 미치는 것으로 나타났다. 그리고 상표충성도와 상표가치는 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 정보원천의 경우, 한국에서는 제품지식에 정(+)의 영향을 미치고 있는 반면, 영국에서는 영향을 미치지 않는 것으로 나타났다.

• 복식
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• 제62권5호
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• pp.31-43
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• 2012

The purposes of this study were to investigate the differences of post-purchase satisfaction, brand loyalty, and repurchase intention of SPA clothing brand according to lifestyles, and to disclose how lifestyles, post-purchase satisfaction, and brand loyalty influence the repurchase intention. The research method was a survey method using questionnaires. The subjects were 304 female college students residing in Seoul metropolitan area. The lifestyles were classified into six factors including pursuit of challenges, proactive interpersonal relationship, interest in sports, self-centeredness, interest in IT, and achievement orientation. Three female groups were derived by cluster analysis of the 6 lifestyle factors: active-activity type, passive-activity type, and achievement-pursuit type. Brand loyalty was classified into two factors including continuing loyalty and convenient loyalty. First, the active-activity group showed higher convenient loyalty than the other groups. The achievement-pursuit group showed higher post-purchase satisfaction than the other groups in appearance of clothing, while the passive-activity group showed lower satisfaction in every factor, in particular, its price satisfaction was very low. Second, senior students showed higher continuing loyalty than freshmen, sophomores, and juniors. Students with more clothing expenses showed higher continuing loyalty as well as convenient loyalty than those with less clothing expenses. Their price satisfaction with SPA clothing brand as well as repurchase intention was higher. Third, repurchase intention was influenced by brand loyalty the most, and the next in the order by satisfaction level with brand, satisfaction with price, satisfaction level with appearance, and proactive interpersonal relationship. The brand loyalty was influenced by satisfaction level with price the most, and the next by satisfaction level with appearance.

• 한국생활과학회지
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• 제15권6호
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• pp.1025-1035
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• 2006

Brand Relationship Quality(BRQ) reflects the intensity and viability of the enduring association between a consumer and a brand so it is assumed to be the indicator which can affect brand performance such as brand satisfaction, brand attitude, and brand loyalty. The purpose of this study is to analyze the structural equation model showing the path between BRQ and brand performance. The subjects were women in their 20s to 40s living in Seoul and other metropolitan areas. 482 copies of questionnaire were analyzed by reliability, Pearson's correlation analysis, confirmatory factor analysis using SPSS 11.0 Package and AMOS 5.0 Package. The results showed that BRQ had positive influence on the brand performance-brand satisfaction, brand attitude, brand loyalty. As for the total effect about brand loyalty, BRQ was the most influential variable compared with other variables- brand satisfaction, brand attitude. The indirect impact of BRQ on brand loyalty is bigger than the direct impact of BRQ and brand satisfaction emerged as the important intermediate variable between BRQ and brand loyalty. Therefore, effective marketing strategy can be accomplished according to differential impact of the BRQ facets to induce consumer's satisfaction, which can lead to brand loyalty.

• 한국의류학회지
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• 제31권9_10
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• pp.1396-1407
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• 2007

The purpose of this study was to identify the effect of clothing involvement, store and brand loyalty orientation on the information search behavior. The study subjects comprised 298 females living in Seoul and Kyung-gi area. The data were analyzed with factor analysis, regression, cluster analysis, ANOVA and correlation analysis. Clothing involvement and information search behavior consisted of various factors. Clothing involvement, store and brand loyalty influenced information search behavior. Fashion and clothing involvement was the most important factor which influenced all loyalty and information search behavior(i.e. brand and store loyalty, personal and nonpersonal information search behavior). According to store and brand loyalty factors, female consumers classified into three groups : low loyalty, brand loyalty and store loyalty group. Three groups showed different clothing involvement, information search, clothing purchasing behavior and demographic variables. Therefore, loyalty orientation is the important factor which can describe the consumer behavior more effectively.

• 대한가정학회지
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• 제45권1호
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• pp.51-61
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• 2007

The purpose of this study was to examine if multi-shop's store image affects store loyalty and brand switching. Two hundred fifty females and males who have purchased fashion products in multi-shop participated in this survey. For data analysis, descriptive statistics, factor analysis, Pearson's correlation and regression analysis were used for this study. The results were as followed. First, respondents' the most favorite multi-shop was MUE, followed by Boon the shop and ABC mart. Second, store image was classified into four factors such as store atmosphere, service of store, store recognition and product variety. Store loyalty was classified into five factors such as emotional relationship, pursue of novelty, trust about salesperson, satisfaction about service, and active loyalty. Third, result revealed that 'product variety' and 'store atmosphere', 'store recognition', 'service of store' accounted for 39.6% of the explained varience in store loyalty, and 'store recognition' accounted for 4% of the explained varience in brand switching behavior, while 'trust about salesperson', 'pursue of novelty' accounted for 5% of the explained varience in brand switching behavior. Based on these results, multi-shop's fashion marketing strategy would be suggested.

• 마케팅과학연구
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• 제13권
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• pp.71-88
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• 2004

온라인 주식거래 고객은 증권사사이트 간 거래의 차별성이 적고, 전환비용(switching cost)이 낮기 때문에 거래증권사를 바꾸기 쉽다는 특징이 있다. 반면, 오프라인 주식거래 고객은 온라인 거래에 비해 영업직원의 밀착 서비스를 받기 때문에 수수료가 더 많고, 거래를 위한 시간적 비용도 더 지불해야 하기 때문에 비교적 전환비용이 높으며 이에 따른 상표 충성도도 온라인에 비해 높다. 이러한 전환비용과 충성도는 주식거래 수수료를 변경할 경우, 그 회사와 거래를 지속할 것인지 혹은 다른 회사로 이탈할 것인지에 대한 의사결정에 영향을 주게 된다. 그러면, 증권사의 수수료 수준에 따라 고객이 유지 혹은 이탈의도를 나타내는 가격탄력도는 얼마일까? 그리고, 이러한 가격탄력도가 온라인과 오프라인에서는 어떻게 달라질까? 이를 알아보기 위해 결합분석에 의한 개별 가격반응함수를 도출하고 각 가격대별 선택확률간의 차이 발생여부에 따라 현재가격에서 가격을 을리거나 내려도 증권거래량이 변화하지 않은 가격수용범위(latitude of price acceptance)를 측정하여 온라인과 오프라인에서의 차이를 비교하였다. 그 결과, 현재가격을 준거가격(reference price)으로 한 경우, 사이트의 수수료를 인상하여도 주식거래량에 유의한 차이가 나지 않는 가격수용범위가 오프라인이 온라인보다 더 넓은 것으로 나타났다. 이러한 결과는 증권 사이트 간 차이가 적고, 사이트 간 전환비용이 낮은 주식온라인거래의 특성이 반영된 것으로 판단된다. 이 연구의 의의로는 학술적 측면에서 제품에 적용하고 있는 가격수용범위의 측정방법을 증권업에 상표별로 확대 제시하였다는데 공헌점이 있으며, 더나가 온라인과 오프라인이라는 매체 육성에 따라 가격수용범위의 길이가 차이가 있음을 실증분석하는 결과를 제시하였다. 실무측면에서는 마케터 자신의 증권사이트에 해당하는 상표별 가격수용범위를 확인하고 이 범위 안에서 가격인상만으로도 이익을 향유할 수 있는 기회를 제공하였다.