의복 관여와 상표 충성과의 관계

The Relationship between Clothing Involvement and Brand Loyalty

The purpose of this study was to classify the dimension of clothing involvement, to identify the relationship between clothing involvement and brand loyalty by demographical characteristics. The results of the study were as follow. 1. General clothing involvement consisted of one dimension. 2. Clothing involvement is positively related to brand loyalty. The higher clothing involvement group had the higher brand loyalty. 3. There were is significant relationships among clothing involvement, brand loyalty and customer buying behavior such as expense and frequency of purchase. The expense and frequency of purchase were positively related to the higher clothing involvement group and the higher brand loyalty. 4. There were significant relationship between demographic characteristics and clothing involvement, between demographic characteristics and brand loyalty.