The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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A Study on the Influence of Visual Merchandising and Brand Recognition on Perceived Risk, Brand Image and Brand Loyalty

VMD 이미지와 브랜드 인지도가 위험 지각, 브랜드 이미지 및 브랜드 충성도에 미치는 영향에 관한 연구

  • Park, Min-Jung (Dept. of Fashion Marketing, Keimyung University) ;
  • Lee, So-Eun (Dept. of Clothing and Textiles, Ewha Womans University)
  • 박민정 (계명대학교 패션마케팅학과) ;
  • 이소은 (이화여자대학교 의류직물학과)
  • Published : 2008.10.31
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Abstract

It has been important for retailers to create and maintain strong brand image and brand loyalty in highly competitive markets. The purpose of the study is to investigate the effect of VMD(Visual Merchandising) image and brand recognition on consumers' perceived risk, brand image and brand loyalty. A 2(VMD image: positive vs. negative) $\times$ 2(brand recognition: high vs. low) between-subjects factorial design experiment was conducted. College students(n=308) participated in the experiment. The results of this study revealed: (1) Positive VMD image reduced perceived risk and increased positive brand image and brand loyalty compared to low VMD image; (2) High brand recognition had a negative impact on perceived risk and positive effects on brand image and brand loyalty; (3) The less risk and the more positive brand image were perceived, the higher brand loyalty were generated. The study provided theoretical and practical implications and future research regarding VMD, brand recognition, and brand loyalty.

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