Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Effect of Experience Marketing on Brand Attitude and Brand Loyalty of Beauty Salon Franchise Stores

프랜차이즈 미용실에서의 체험마케팅이 브랜드 태도와 브랜드 충성도에 미치는 영향

  • 임순녀 (동신대학교 뷰티미용학과) ;
  • 채희옥 (송원대학교 뷰티예술학과) ;
  • 전현진 (호남대학교 뷰티미용학과)
  • Received : 2014.08.10
  • Accepted : 2014.11.07
  • Published : 2014.12.30
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Abstract

This study examined the relative importance level of experience marketing on brand attitude and brand loyalty in beauty salon franchise stores, and attempted to raise the competitiveness of beauty salon services by presenting this elements as experience marketing strategy directions for beauty salon franchise store management. A questionnaire was used for this study on 350 adults residing in Gwangju Metropolitan City and SPSS 20.0 statistics package was used for analysis. In summary, the results of this study are as follows. First, five factors that make up experience marketing in beauty salon franchise stores were found. They were sensory marketing, relative marketing, emotional marketing, cognitive marketing and behavior marketing. Brand loyalty was categorized into the two factors, attitude loyalty and behavioral loyalty. Also, we found that experience marketing had a statistically positive impact on brand loyalty. Secondly, experience marketing of beauty salon franchise stores was found to have a statistically significant positive effect on brand attitude. Thirdly, we found that the brand attitude of beauty salon franchise stores had a statistically significant positive effect on brand loyalty.

Keywords

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