• Journal of Information Technology Applications and Management
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• 제22권4호
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• pp.181-203
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• 2015

Customers who show high level of brand loyalty are one of the most important corporate assets. Accordingly, customers' brand loyalty has been addressed as a critical issue for the business success. In today's business environment where business channels to customers have expanded and diversified continuously, especially the use of social network services (SNSs) have drawn a lot of attention as an effective channel to promote customers' brand loyalty. This study, thus, analyzes the impact of the virtual brand community identity on customers' brand loyalty, focusing on the role of the sense of communities as mediators. The analysis was conducted by using the data collected from 239 users of Chinese virtual brand communities. The results show that both virtual brand community identity and the sense of communities significantly influence on customers' brand loyalty. Furthermore, the results reveal that both of the community belongingness and community trust composing the sense of community partially mediate virtual brand community and brand loyalty as hypothesized. Based on the results, the strategic implications are suggested and discussed, focusing on improving the customers' brand loyalty in the context of SNSs. Our findings and discussions can help companies develop their customer strategies for utilizing the virtual communities to strengthen customers' brand loyalty.

• 한국유통학회지:유통연구
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• 제17권1호
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• pp.87-115
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• 2012

제휴 로열티 프로그램(coalition loyalty program; 이하 CLP라고 한다)이란 하나의 로열티 프로그램 안에 다수의 제휴 기업들이 참여하며, 이들과 독립된 (로열티 프로그램 운영)기업이 관리하는 로열티 프로그램으로 정의된다(Blattberg 등 2008). 본 연구의 목적은 고객의 브랜드에 대한 사전 선호 수준에 따라, CLP가 고객 충성도를 증가시키는 원인과 제휴 네트워크 안의 주체 간 인식의 전이에 차이가 있을 것임을 밝히는 데에 있다. 고객 충성도의 동기는 전환장벽(switching barrier) 관점(Balabanis 등 2006; Colgate와 Lang 2001; Jones 등 2000)에 따라 자발적인 이유(브랜드 매력도)와 비자발적 이유 (브랜드 전환비용)로 설명하였다. CLP안에서 브랜드(비선호)-CLP-브랜드(선호)간 전이효과(spillover effect)는 인지적 일관성(Aaker과 Keller 1990; Hamilton 등 1989)과 정보 통합 이론(Anderson 1981; Simon과 Ruth 1998)을 적용하였다. 연구 결과는 다음 세 가지로 학문적 실무적 의의를 갖는다. 첫째, 브랜드에 대한 사전 태도에 따라 정보처리 경향이 달라진다는 소비자 행동 연구의 견해를 CLP 제휴 상황에서 검증하였다. 고객은 브랜드 선호가 높을수록 자발적 동기를 강화하고, 반대의 경우 비자발적 동기를 강화한다. 둘째, 브랜드에 대한 사전 태도가 해당 브랜드와 연관된 주체 간 인식 전이에 긍정적 조절효과를 함을 검증하였다. 즉 선호 브랜드와 어떤 주체가 연관될 때(비선호 브랜드와 연관된 경우에 비해) 인식의 전이가 더 많이 발생한다. 셋째, 기업이 CLP가입에 대한 전략적 선택을 할 때 마케팅 목적에 따라 고려해야할 사항이 달라진다. 기업의 목적이 충성고객의 유지라면, 로열티 프로그램 자체의 보상 방식과 활용 방식 등이 고려되어야한다. 하지만 목적이 비충성고객의 확보라면, 유명 브랜드의 제휴 여부를 따져야 한다. 또한 기업은 CLP의 효과(브랜드 충성도)에 안주할 것이 아니라 그 원인을 알아야 하는데, 비선호 브랜드처럼 비자발적 동기 강화에 따른 충성도 증가는 장기적으로 바람직하지 못하다는 견해가 있다(Egans 2001).

• 한국의류산업학회지
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• 제11권1호
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• pp.33-40
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• 2009

The purpose of this study was to examine the relationship of masstige clothing benefit seeking and brand loyalty. The data were collected from university students, 248 males and 262 females, living in Gyeong-ju, via a self-administered questionnaire. The data were analyzed by reliability analysis, factor analysis, Pearson's correlation, regression analysis, and t-test. The results of this study were as follows: 1) Four factors of the masstige clothing benefit seeking were identified; the rise of the social position and self-improvement, the popularity and durability, the desire for individuality and favorable impression, and the rare and precious value. Three factors of the brand loyalty were identified; the committed brand loyalty, the continued brand loyalty, and the symbolic brand loyalty. 2) The committed brand loyalty had a positive relation with two factors of masstige clothing benefit seeking, that is, the popularity and durability, the desire for individuality and favorable impression. The symbolic brand loyalty had a positive relation with the rise of the social position and self-improvement of masstige clothing benefit seeking. 3) There was sex difference on the desire for individuality and favorable impression, the popularity and durability of the masstige clothing benefit seeking. Also, there was sex difference on the committed brand loyalty.

• 한국의류학회지
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• 제43권2호
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• pp.167-183
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• 2019

This study examines the dimensions of brand experience and brand commitment within mass cosmetic brand stores that target female high school students and analyzes the effect of multi-dimension brand experience and brand commitment on brand loyalty. A model linking brand experience to brand commitment and loyalty was tested, using structural equation modeling analysis. A total of 175 female high school students completed the online questionnaire. The current study extended the understandings of the construct of brand commitment by adopting a broadened five-component consumer commitment. The results confirmed that developing brand experience in domestic mass cosmetics brand stores influences consumer loyalty through various types of brand commitment. This study can be beneficial for brand managers by providing guidelines on how to establish consumer loyalty affected by brand experience through brand commitment. Especially, brand managers should consider the negative impacts of forced commitment on consumer loyalty despite brand experience within the stores not influencing teenage consumers' forced commitment toward mass cosmetic brands. The importance of habitual commitment in the relationship between brand experience and loyalty was also revealed. The results can provide a realistic blueprint for consumer brand experience and commitment strategy.

• 복식
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• 제66권1호
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• pp.90-107
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• 2016

The purpose of this study was to examine the fashion brand attitude of tweenagers, with a focus on brand awareness, image, identification and loyalty. The study analysed 541 fifth and sixth-grade students in Seoul elementary schools. Major statistical methods used for this study were Cronbach's alpha analysis, confirmatory factor analysis, and path analysis with SPSS 19.0 and AMOS 19.0. Brands selected for this study were "NIKE" and "BEANPOLE KIDS". The result of this study was as follows: First, the study showed that both "NIKE" and "BEANPOLE KIDS" had 4 significant routes from the research model. Brand awareness had influence on brand image; brand image had influence on brand identification and brand loyalty; and brand identification had influence on brand loyalty. Second, using the bootstrapping to verify the significance of the total effect and indirect effect, brand awareness had a significant indirect effect on brand identification and brand loyalty; brand awareness did not have any direct effect on brand identification and brand loyalty for both "NIKE" and "BEANPOLE KIDS". Also, the total effect of brand awareness on brand identification and brand loyalty was significant. The result of this study showed the development potential to the fashion companies targeting tweenagers.

• 한국의류학회지
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• 제21권4호
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• pp.782-794
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• 1997

The purpose of study were 1) to find whether brand loyalty is reasonable measurement for market segmentation or not, 2) to know consumers' purchasing behavior by marketsegmentation, 3) to draw preference jean product. Objects were 462 high school students who live in Seoul and random sampling referred from "Korean school guide book". The questionnaires were selected from the previous studies and various bibliographies. For statistic analysis, percentage, average, ANOVA, x2-test, Duncantest, paired t-test, and multiple regression were used by SAS package. The results of this study were as follows. 1) Consumers were classified into affective brand loyalty group, familiar brand loyalty group, habitual brand loyalty group, brand interest but no brand loyalty group, and no brand loyalty group. 2) There were notable differences in clothes purchasing behavior variable through market segments' purchasing (requency, price. 3) The most Prefered jean Product is 80,000 won, domestic well-known brand, baggy style and preferable jean product shows different when it classified brand loyalty.d loyalty.

• 복식문화연구
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• 제16권5호
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• pp.826-840
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• 2008

It has been important for retailers to create and maintain strong brand image and brand loyalty in highly competitive markets. The purpose of the study is to investigate the effect of VMD(Visual Merchandising) image and brand recognition on consumers' perceived risk, brand image and brand loyalty. A 2(VMD image: positive vs. negative) $\times$ 2(brand recognition: high vs. low) between-subjects factorial design experiment was conducted. College students(n=308) participated in the experiment. The results of this study revealed: (1) Positive VMD image reduced perceived risk and increased positive brand image and brand loyalty compared to low VMD image; (2) High brand recognition had a negative impact on perceived risk and positive effects on brand image and brand loyalty; (3) The less risk and the more positive brand image were perceived, the higher brand loyalty were generated. The study provided theoretical and practical implications and future research regarding VMD, brand recognition, and brand loyalty.

• 한국의류학회지
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• 제31권7호
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• pp.1030-1041
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• 2007

The purposes of this study were to identify the sub-dimensions of consumers' attitude and types of loyalty behavior toward fashion brands, and to analyze the influence of consumers' brand attitudes on brand loyalty. A survey was conducted with the questionnaire for consumer's buying experience of fashion brand. A total of 350 questionnaires were distributed, and 341 complete responses were analyzed. Exploratory factor analysis, confirmatory factor analysis, path analysis, and multi-group analysis were used for data analysis. The results of this study were as follows. First, the consumers' brand attitude consisted of four sub-dimensions of affective, familiar, value-expressive, and utilitarian attitude. Second, each brand attitude significantly influenced the brand loyalty behavior(single-brand loyalty, multi-brand loyalty, and brand switching). Finally, the causal relationship between brand attitude and brand loyalty differed by consumer's variety seeking tendency.

• 한국조리학회지
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• 제23권5호
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• pp.48-57
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• 2017

This study aims to analyze the relationships among brand value, brand trust, and brand loyalty of dessert cafes and to verify the mediating effect of brand trust in the relationship between brand value and loyalty. This study targeted eight dessert cafes located in Seoul, and a survey with customers aged 20 or over was conducted over 11 days from April 10th to 21th, 2017. A total of 230 self-administered questionnaires were distributed, and 205 questionnaires (89.13%) were included for the data analysis after the exclusion of 25 incomplete and unreliable responses. Every data used for analysis went through frequency analysis, reliability test, exploratory factor analysis, simple regression analysis, multiple regression analysis, mediator effect analysis, and Sobel test using the SPSS 18.0 analysis program. The study results revealed that brand value had a significant positive relationship to brand trust, and brand trust had a significant positive relationship to brand loyalty. Also, brand value had a significant positive relationship to brand loyalty, and brand trust mediated the relationship between brand value and loyalty. Based on these findings, the discussion to enhance brand loyalty of dessert cafes were suggested.

• Asia Marketing Journal
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• 제22권4호
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• pp.1-25
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• 2021

This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers' views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers' brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer's value is similar to a brand benefit, particularly between functional value and enabling benefit, and ethical value and socially responsible benefit. However, congruence between consumption value and perceived brand benefit only had an indirect effect on brand loyalty by mediating brand identification and trust. This study provides a basis for implementing a marketing strategy to build brand assets and increase brand loyalty by providing consumers with the value they want in a diversified market.