Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Flagship Store Experience of Luxury and SPA Brands -Effect on Store Emotion and Loyalty-

럭셔리와 SPA 플래그십 스토어 체험 -점포 감정 및 충성도에 미치는 효과-

  • Park, Kyungae (Dept. of Clothing & Fashion, Yeungnam University) ;
  • Kim, Eun Young (Dept. of Fashion Design Information, Chungbuk National University)
  • 박경애 (영남대학교 의류패션학과) ;
  • 김은영 (충북대학교 패션디자인정보학과)
  • Received : 2015.08.17
  • Accepted : 2015.11.06
  • Published : 2016.04.30
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Abstract

This study estimated a structural model for examining causal relationships among flagship store experiences, store emotion and loyalty, and to compare the structural models between luxury and fast fashion SPA brands. A total of 416 responses were collected from consumers who had experience with a variety of luxury and SPA flagship stores. Findings confirmed that flagship store experience consisted of four factors, such as sensory, affective, intellectual and behavioral experiences. Sensory and behavioral experiences had positive effects on store emotion that influenced loyalty. Affective and cognitive experiences influenced loyalty. All aspects of experiences explained store emotion or loyalty for luxury flagship stores; however, two of experiences (i.e., sensory and affective) were important to determine store emotion or loyalty for SPA flagship stores. The study discussed managerial implications for fashion brands to develop and manage flagship stores.

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References

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