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

The Korean Society of Clothing and Textiles (한국의류학회)
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Relationship between Brand Attitude and Brand Loyalty in Fashion Products

의류제품 소비자의 상표태도와 상표충성행동에 관한 연구

  • Yoon, Nam-Hee (Dept. of Clothing & Textiles, Seoul National University) ;
  • Rhee, Eun-Young (Dept. of Clothing & Textiles, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 윤남희 (서울대학교 의류학과) ;
  • 이은영 (서울대학교 의류학과/생활과학연구소)
  • Published : 2007.07.31
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Abstract

The purposes of this study were to identify the sub-dimensions of consumers' attitude and types of loyalty behavior toward fashion brands, and to analyze the influence of consumers' brand attitudes on brand loyalty. A survey was conducted with the questionnaire for consumer's buying experience of fashion brand. A total of 350 questionnaires were distributed, and 341 complete responses were analyzed. Exploratory factor analysis, confirmatory factor analysis, path analysis, and multi-group analysis were used for data analysis. The results of this study were as follows. First, the consumers' brand attitude consisted of four sub-dimensions of affective, familiar, value-expressive, and utilitarian attitude. Second, each brand attitude significantly influenced the brand loyalty behavior(single-brand loyalty, multi-brand loyalty, and brand switching). Finally, the causal relationship between brand attitude and brand loyalty differed by consumer's variety seeking tendency.

Keywords

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