A study of the influence of Brand Personality and Brand Identification on Customers' Loyalty focusing on the Fast-Fashion

패스트패션의 브랜드 개성과 브랜드 동일시가 고객충성도에 미치는 영향에 관한 연구

Fast Fashion (fast fashion) is to reflect the latest trends and quickly create an immediate and quick with words related to clothing to distribute immediately reflect the latest fashion design, a relatively low cost, rapid product turnover means to succeed in fashion or business. The popularity of fast fashion is growing in the recent domestic fashion market. In this study, fast-fashion consumers' purchasing behavior recognition for brand identification and brand personality, brand reputation and brand identification, brand attitude, and affect the relationship between customer loyalty will be discussed. The results of this study can be summarized as follows. First, In this study, based on existing studies, brand personality and brand identification through a process that affects customer loyalty reaffirmed. Second, the 5 dimensions of brand personality and brand identification of the factors found by the sophistication and unique. Third, the brand's reputation in the brand identification had a significant impact. Fourth, brand identification, brand attitude and the impact on customer loyalty was significant.