• 한국의류학회지
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• 제30권8호
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• pp.1263-1274
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• 2006

Consumers' store loyalty and brand loyalty are closely related in apparel product purchase decision making process. The purpose of this study was to identify consumers' composite loyalty orientation considering both store loyalty and brand loyalty. As for the method of the research, in-depth face-to-face interviews were carried out. 20 interviewees were asked to describe apparel product purchase decision making process related to store choice and brand choice. Store loyalty and brand loyalty were combined to identify composite loyalty orientation. In this process, 6 types of loyalty orientation were identified; single-store type loyal/convenient brand loyal, single-store type loyal/low brand involved, multi-store type loyal/affected brand loyal, multi-store type loyal/economic multi-brand loyal, multi-store type loyal/value-seeking multi-brand loyal, multi-store type loyal/brand non loyal. The characteristics of each loyalty orientation were compared.

• 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.

• 한국콘텐츠학회논문지
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• 제8권11호
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• pp.286-295
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• 2008

본 연구는 점포충성도에 영향을 미치는 브랜드만족, 브랜드신뢰, 점포만족, 점포신뢰 간의 구조적 관계를 검증하였다. 분석결과 점포충성도는 단순하게 브랜드나 점포 각각에 대한 만족과 신뢰 형성보다는 브랜드와 점포가 결합된 만족과 신뢰를 제공함으로써 강력한 점포충성도를 형성할 수 있었다. 또한 점포충성도 형성 과정으로는 관계지향적 고객의 경우 브랜드만족이 브랜드신뢰에 영향을 주고, 브랜드신뢰는 점포신뢰에 영향을 주어 점포충성도를 형성하였고, 거래지향적 고객의 경우 브랜드만족이 점포만족에 영향을 주어 직접적으로 점포충성도를 형성하는 두 가지 경로를 확인하였다. 따라서 관계지향적 고객에게는 소비자가 점포브랜드에 신뢰할 수 있도록 차별화할 수 있는 파워브랜드를 제공하여야 하고, 거래지향적 고객에게는 점포에 만족할 수 있도록 점포환경을 개선하고 서비스를 강화하여야 하는 마케팅시사점을 제공한다.

• 한국실내디자인학회논문집
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• 제20권6호
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• pp.62-70
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• 2011

Fashion flagship store is to maximize brand's image, not for sales. As a value for consumption is changing into expression of individual styles and egos through brands' images based on their personalities rather than products, today, people are laying stress on expression of brands' personalities with spatial design of fashion flagship store to create differentiated brand images. This study was designed to examine brand personalities expressed in fashion flagship store's spatial design, and spatial components and ways of expression to influence them, and analyze how brand personality has an impact on brand loyalty. According to the results of this study, brand personality in fashion flagship store's space design of Louis Vuitton has three characteristics such as sincerity, vitality and tenacity, and display, pattern, furniture, color and wall have high influences on expression of its brand personality. Also, the higher brand personality got, the higher brand loyalty went up. These results imply that fashion flagship store's space design expressing differentiated brand personalities influences customers' brand loyalty to constantly use the brands, and thus is highly important for brand marketing of this day.

• 한국의류학회지
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• 제36권7호
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• pp.677-689
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• 2012

This research examines the impact of brand personality dimensions on store attitude and store loyalty for department stores. A total of 431 customers participated in the online survey. The participants were women in their 20's to 50's with experience of purchasing apparel from four major department stores. The data were analyzed using factor analysis, reliability test, and structural equation modeling with PASW 18.0 and AMOS 18.0. Analyses revealed three dimensions of the brand personality of department stores: prestige, passion, and sincerity. Among the three dimensions of brand personality, 'passion' and 'sincerity' were shown to be the most influential factors affecting department store attitude. The results suggest that passionate and sincere customers tend to exhibit favorable store attitudes. Customers with more favorable store attitudes then are more likely to express great store loyalty than those with less favorable attitudes. An analysis of the effect of brand personality on attitudes toward department stores provides implications for department store brand management strategies.

• 복식문화연구
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• 제25권5호
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• pp.682-693
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• 2017

The purpose of the study was to compare two different MBTI personality types by evaluating the influence of perceived risk on brand and store loyalty and purchase intention. 340 questionnaires were used for the analysis. For statistical analysis, SPSS 20.0 and AMOS 20.0 were performed, and frequency tests, reliability analyses and Structural Equation Modeling were used. The results of SEM analysis, confirmed that one question of brand loyalty and one question of store loyalty were inappropriate for this study. Thus, these two questions were removed and the research model was modified. To determine the goodness of fit of the research model, convergent validity was tested. Most items fell into the goodness of fit, and the average coefficient was fulfilled. According to the results of a path coefficient analysis for the Judging type, perceived risk has a significant influence on brand loyalty and brand loyalty also affected store loyalty. Furthermore, brand loyalty and store loyalty have a significant effect on purchase intentions, but perceived risk did not affect brand loyalty for the Perceiving type. Brand loyalty influences store loyalty and purchase intentions, but store loyalty did not influence purchase intentions. As a result of this study, it is concluded that considering consumers' personality types is critical to developing strategies that enhance brand loyalty.

• 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.

• 유통과학연구
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• 제12권5호
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• pp.5-13
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• 2014

Purpose - We seek feasible strategies to draw customers into a state of attitudinal/behavioral loyalty through perceived quality and perceived risk in the experienced food industry. Research design, data, and methodology - We utilize the LISREL model to examine the cause and effect relationships between customer loyalty, perceived quality, perceived risk, and three marketing proposals (brand image, store image, and promotion). We employed the quota sampling method to conduct the survey questionnaires, collecting365 effective customer samples in coffee shops/stores in Taipei City. Results - We find that store image substantially benefits consumer loyalty through perceived quality. Marketing managers can enhance store environment and atmosphere to elicit both attitudinal and behavioral aspects of customer-perceived quality and loyalty. Conclusions - This is the first paper to investigate simultaneously customer loyalty across brand image, store image, and promotion/marketing proposals in the food industry. Managers can promote brand image and store image at the same time to enhance customer-perceived quality.

• 유통과학연구
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• 제11권9호
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• pp.5-15
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• 2013

Purpose - The research aim is to shed empirical light on whether quality-focused retailer brands such as Premium brand of Tesco Korea, Prime of Lotte Mart, and Best of E-Mart in the grocery market, make a contribution to developing store loyalty in the Korean market particularly. Research design, data, methodology - After developing sixconstructs, such as higher quality, stock availability, price levels, national brands, retailer brand attitudes, and store loyalty, the authors adopted exploratory factor analysis, confirmatory factor analysis, chi-square test and structural equation modelling as a research technique. Results - It was found that higher quality strongly influences the retailer brand attitude formation, and that retailer brand customers were sensitive to price levels. Buyers are, nevertheless, relatively less aware of price levels, when purchasing quality-oriented retailer brand types. Conclusions - The research implied that quality-oriented retailer brand types make a significant contribution to retailer brands attitude formation, and further, building store loyalty.

• 한국의류산업학회지
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• 제24권5호
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• pp.605-617
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• 2022

The purpose of this study was to investigate the influence of retailing types on consumers' omnichannel experience while purchasing fashion products. The omnichannel experience occurs when retailers provide seamless customer experience across the various touchpoints of retail channels. In this empirical study, retail types were categorized into single-brand stores and multi-brand stores, and the relationship among store loyalty, brand loyalty, and customer retention was observed by the research model. A survey was conducted on the global consumers who had experience in purchasing fashion products via the omnichannel using Amazon Mechanical Turk; as a result, 351 responses were analyzed. The mediating and moderating effects of loyalty constructs and retail types were analyzed using Process Macro 4.0. The results indicated that a seamless omnichannel experience affects customer retention by mediating store loyalty and brand loyalty; additionally, the dual mediating effect of store loyalty and brand loyalty was significant. The moderating effect according to retail type was identified, and the moderated mediation effect of store loyalty was validated. The results showed that multi-branded retailers' store loyalty had a stronger influence on customer retention than that of single-brand retailers and exhibited the relationship between store loyalty and brand loyalty as well as retail types (single vs multi) in a seamless omnichannel customer experience.