Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Comparative Study on the Image, Satisfaction, and Loyalty of Fashion Brands - focused on 4 main brands with second brands -

  • Im, Sung-Kyung (Dept. of Clothing and Textiles, SangMyung University)
  • Received : 2010.05.28
  • Accepted : 2010.07.12
  • Published : 2010.07.30
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Abstract

This study is to examine and compare the brand power such as image, satisfaction and loyalty, of the main brands(Donna Karan, Anne Kelin, Michaa, Obzee) with successful second brands(DKNY, AK Anne Klein, it michaa, O'2nd) to launch the brand Extension. The results are the following. First, in the many demographical characteristics, the main brand most favored by women in their 20s were only affected by age. Second, All 4 brands had a strong urbane and luxurious image, while 'exotic' or 'sporty' scored the bottom. Third, the results of the brand satisfaction were given out different values for the 4 brands. The overall satisfaction level was highest in Donna Karan and Obzee equally. Fourth, if we look at the brand loyalty level of the brands, Donna Karan scored highest followed by Obzee, Michaa, and Anne Klein. All 4 brands have shown that customers had high confidence to the brand and a high willingness to repurchase them. Fifth, about how the images of the main brand influence the satisfaction level of the brands. For Donna Karan, Michaa, and Obzee, the brand images did have effects on the brand satisfaction, but Anne Klein's brand image didn't affect its satisfaction level. Sixth, all 4 brands have shown that satisfaction levels had effects in brand loyalty.

Keywords

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