Journal of the Korea Fashion and Costume Design Association (한국의상디자인학회지)

Korea Fashion and Costume Design Association (한국의상디자인학회)
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The Relationship between Corporate Association and Brand Loyalty

기업연상이 브랜드충성도에 미치는 영향 - 패션기업을 중심으로 -

  • 장경혜 (계명문화대학 패션학부 패션마케팅전공)
  • Received : 2014.11.30
  • Accepted : 2015.02.04
  • Published : 2015.02.28
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Abstract

Based on marketing theories of brand and corporate association, and the social psychological theory of identity, the effects of the corporate brand on individual brand loyalty were established via two major routes. The empirical study is based on the response of 330 subjects who participated in a field survey. In the statistical analysis, Correlation Analysis, Factor Analysis, Sequential Equation Model Analysis were used for verification. The corporate association affected the formation of individual brand loyalty both the product level and corporate level. Specifically, the two types of brand response did differ in terms of their strength on brand loyalty. The present study contributes to the academic literature in that it disentangles the construct of the corporate brand from that of the individual brand and investigates the structural relations between the two.

Keywords

References

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