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의류기업의 경험제공수단에 따른 소비자의 경험유형이 브랜드 충성도에 미치는 영향

Title
의류기업의 경험제공수단에 따른 소비자의 경험유형이 브랜드 충성도에 미치는 영향
Other Titles
Effects of Consumer Experience Related to Experience Providers of Apparel Companies on Brand Loyalty
Author
박재옥
Keywords
경험제공수단; 브랜드 경험; 브랜드 충성도; 전문 소매점; Experience provider; Brand experience; Brand loyalty; SPA
Issue Date
2012-11
Publisher
한국의상디자인학회, 2013.
Citation
한국의상디자인학회지 / Journal of the Korea Fashion & Costume Design Association. 2013 15(1):175-189
Abstract
This study was aimed at finding the effects of consumer experience related to experience providers of apparel companies on brand loyalty. The participants of this study included experienced SPA fashion brand shopping female consumers who are between the ages of 20 to 50 residing in Seoul. A total of 285 questionnaires were used for the survey of this study. Methods of data analysis included. The result of this study revealed the 9 factors of experience providers in apparel companies: co-branding, advertising, visual/verbal identity & signage, design & quality, physical environment, people, emotional environment, websites, and sales promotion. The 5 factors of consumer experiences were behavioral experience, relational experience, affective experience, intellectual experience, and sensory experience. The experience providers of the apparel company had a significant impact on consumer experience of SPA, such as behavioral experience, sensory experience, affective experience, intellectual experience and relational experience. Of all, consumer experience of SPA as well as behavioral, sensory and affective experiences had a positive impact on brand loyalty. In conclusion, experience providers, at the disposal of the apparel company, are tactical implementation components for creating consumer experience. Therefore, the marketing strategy of apparel companies should be focused on eliciting affirmative responses from consumers.
URI
http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02110100http://hdl.handle.net/20.500.11754/42835
ISSN
1229-7240; 1229-7244
Appears in Collections:
COLLEGE OF HUMAN ECOLOGY[S](생활과학대학) > CLOTHING & TEXTILES(의류학과) > Articles
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