Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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The Effects of Consumer-Brand Relationships on Brand Charisma and Brand Loyalty

패션 소비자-브랜드 관계가 브랜드 카리스마와 브랜드충성도에 미치는 영향

  • Shim, Ji-Yoon (Department of Clothing & Textiles, Sungshin Women’s University) ;
  • Lee, Seung-Hee (The Fashion School, Kent State University)
  • Published : 2009.10.01
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Abstract

The purpose of this study was to investigate the effects of consumer-brand relationship on brand charisma and brand loyalty. Four hundred and ten consumers living in Seoul and its suburb participated in this study. For data analysis, descriptive statistics, reliability, and structure equation modeling were used. The results were as follows. First, three factors of an 'affection', 'commitment', and 'trust' of advertisement were produced for consumer-brand relationship. Second, all three factors of consumer-brand relationship affected positively on brand charisma. Second, except 'affection' factor, two factors affected significantly on brand loyalty. Third, brand charisma affected positively on brand loyalty. Based on these results, this study would provide fashion marketers more efficient brand marketing strategies.

Keywords

References

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