한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제16권3호
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  • Pages.386-395
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  • 2014
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  • 1229-2060(pISSN)
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  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
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마케팅 전략이 브랜드 태도, 점포감정, 점포충성도에 미치는 효과: 글로벌 SPA 대 한국형 SPA 비교

Effects of Marketing Strategy on Brand attitude, Store affect, and Store loyalty: A comparison between Global and Korean SPA brands

  • 고순화 (충북대학교 패션디자인정보학과) ;
  • 김은영 (충북대학교 패션디자인정보학과)
  • Ko, Soon Hwa (Dept. of Fashion Design Information, Chungbuk National University) ;
  • Kim, Eun Young (Dept. of Fashion Design Information, Chungbuk National University)
  • 투고 : 2013.11.25
  • 심사 : 2014.05.20
  • 발행 : 2014.06.30
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초록

This study was to identify underlying dimension of marketing strategy, and to examine effect of the marketing strategic factors on store affect, brand attitude, and brand loyalty in global and domestic SPA brands. Based on pilot study, four SPA brands of which consumers were most aware were selected: Korean SPAs (e.g., Codes-Combine, Basic House) and global brands (e.g., Zara and Uniqlo). A self-administered questionnaire was developed based on literatures. By using intercept survey, 421 respondents were obtained from consumers shopping at the selected SPA retail stores located in cities (Seoul, Daejon, Chongju) in Korea. Result showed that SPA brand marketing strategy consisted of four factors: Product differentiation, store location, in-store VMD, and price value. The marketing strategic factors had partially significant effects on brand attitude, store affect and store loyalty. However, there was significant differences in those effects between global and Korean SPA brands. Specifically, the effect of in-store VMD on brand attitude was higher in Korean SPA brands, whereas the effect of price value was higher in global SPA brand. Also, the price value was significant predictor of store affects in global SPAs, while in-store VMD was significant predictor of store loyalty in Korean SPA brands. This study discussed a managerial implication for creating brand attitude and emotional responses, which obtains comparative advantages in the competing marketplace.

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피인용 문헌

  1. Global Pricing Strategy of the SPA Brand: Comparison with GDP and Big Mac Index vol.18, pp.3, 2016, https://doi.org/10.5805/SFTI.2016.18.3.301