• Title/Summary/Keyword: 패션브랜드 퍼스낼리티

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The Effect of Fashion Brand Personality on Consumer's Brand Identification and Brand Loyalty (패션브랜드 퍼스낼리티가 소비자의 브랜드 동일시 및 브랜드 충성도에 미치는 영향)

  • Jang, Soo-Jin;Rhee, Eun-Young
    • Journal of the Korean Society of Clothing and Textiles
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    • v.32 no.1
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    • pp.88-98
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    • 2008
  • The purpose of this study were to examine the effect of fashion brand personality on the consumer's brand loyalty and to investigate the role of brand identification as mediator. The questionnaire data from 218 women who had purchase experience of fashion luxury brands were collected. Factor analysis and multiple regression analysis were used in data analysis. The results of this study were as follows. First, the consumer's fashion brand personality was composed of eight factors; Status-oriented, appearance-oriented, trend-oriented, leisure-oriented, physical activity-oriented, self achievement-oriented, fun-oriented and relation-oriented factor. Second, brand identification had significantly influence on brand loyalty. Third, fashion brand personality significantly influenced on brand loyalty and brand identification. Especially, the status-oriented, appearance-oriented, trend-oriented and self achievement-oriented fashion brand personality was proved to have a crucial role in brand identification and brand loyalty. Fourth, the status-oriented, appearance- oriented, trend-oriented and self achievement-oriented fashion brand personality had both direct and indirect effects on brand loyalty mediated by brand identification.