Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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A Study on Formation of Brand Attitude and Brand Loyalty by the Activities in Consumer-driven Online Fashion Brand Community

소비자 주도형 패션 브랜드 온라인 커뮤니티 활동에 의한 브랜드 태도와 브랜드 충성도 형성

  • 최미영 (덕성여자대학교 의상디자인)
  • Received : 2012.10.04
  • Accepted : 2013.01.15
  • Published : 2013.02.28
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Abstract

The spread of internet media is accelerating companies to create their own on-line brand community as one of their marketing communication tools because of the advantages in terms of cost-saving and raising their brand loyalty. The purpose of this study was to examine how the consumer's activities in the customer self-driven on line fashion brand community ultimately affect building a structural relationship between brand attitude and brand loyalty. In order to conduct this study, on-line field survey was conducted including a series of filtering questions measuring respondent's level of the community participation. SPSS 18.0 and AMOS 18.0 were used for the structure equation modeling. The result of empirical analysis showed that the attachment and the loyalty of online community have significant influences on brand attitude and brand loyalty. Also, brand attitude partly played a role as a mediating variable in the path to influence brand loyalty. Lastly, the mediating effects of brand attitude may depend on participation level of these online fashion brand community relationships.

Keywords

References

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