The Effect of Consumer-Brand Relationship of Fashion Luxury Product on Brand Loyalty

패션 명품 소비자-브랜드 관계가 관계 만족과 브랜드 충성도에 미치는 영향

  • Kim, Soo-Jin (Dept. of Clothing & Textiles, Chonnam National University) ;
  • Chung, Myung-Sun (Human Ecology Research, Chonnam National University)
  • Published : 2008.12.30

Abstract

The purpose of this study were to examine the effect of consumer-brand relationship of fashion luxury product on brand loyalty and the mediating effect of consumer satisfaction. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 227 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows. First, the consumers' brand identification was composed of three factors; self-connection, interdependence, attachment. Second, the consumer-brand relationship significantly influenced on the brand loyalty. Third, the consumer-brand relationship significantly influenced on the consumer satisfaction. Fourth, the consumer satisfaction significantly influenced on the brand loyalty. Fifth, the consumer-brand relationship had both direct and indirect effects on brand loyalty mediated by consumer satisfaction. The results indicated that causal relationship was existed among these three variables.

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