Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Explanatory Variables of Customer's Brand Loyalty to Fashion Luxury Goods

패션명품 소비자의 상표충성에 영향을 미치는 요인에 관한 연구

  • Park, Min-Joo (Dept. of Clothing and Textiles, Seoul National University) ;
  • Lee, Yu-Ri (Dept. of Clothing and Textiles, Seoul National University)
  • Published : 2005.11.01
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Abstract

The purpose of this study was to define the mutual relationship between the explanatory variables of brand loyalty and consumer's fashion luxury brand loyalty, and ultimately to show a path model of fashion luxury brand loyalty. Especially this was focused on the relationship among social risk perception, symbolism involvement, marketer leading information search, and continuing brand loyalty. In the empirical study, a questionnaire was developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 291 data from males and females who had a buying experience of luxury brand goods were analyzed. The result showed the 4 significant paths of fashion luxury brand loyalty existed, such as social risk perception$\rightarrow$symbolism involvement, social risk perception$\rightarrow$marketer leading information search, symbolism involvement$\rightarrow$continuing brand loyalty, marketer leading information search$\rightarrow$continuing brand loyalty. And the explanatory factor which has the strongest influencing power to continuing brand loyalty was symbolism involvement. The powers of social risk perception and marketer leading information search to continuing brand loyalty were weaker than symbolism involvement. The findings of this study are expected to contribute to develop a theory on the consumer's loyalty to fashion luxury goods and marketing strategies for enhancing the brand loyalty.

Keywords

References

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