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

The Korean Society of Clothing and Textiles (한국의류학회)
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Effect of Chinese Customer's Familiarity with Korean Fashion Brands on Satisfaction and Brand Loyalty

중국 소비자의 한국 패션브랜드에 대한 친숙성이 만족과 브랜드 충성도에 미치는 영향

  • Liu, Bo (Dept. of Consumer Life Information, Chungnam National University) ;
  • Ko, Soonhwa (Dept. Clothing & Textiles, Chungnam National University) ;
  • Rhee, Youngsun (Dept. Clothing & Textiles, Chungnam National University)
  • 유박 (충남대학교 소비자생활정보학과) ;
  • 고순화 (충남대학교 의류학과) ;
  • 이영선 (충남대학교 의류학과)
  • Received : 2016.04.25
  • Accepted : 2016.07.05
  • Published : 2016.08.31
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Abstract

Companies have recently become interested in the importance of long-term relationships with customers because business-based marketing ideas of the past have evolved into long-term relationship-based marketing. Establishing a relationship with customers to a company is not a simple method to form a market of consumers and provider; it is now understood as an important factor directly connected to the survival of a company. This study is to help Korean fashion brands in China build an efficient strategy for sales promotion and loyal customers through the analysis of the effect of familiarity with Korean fashion brands on satisfaction and brand loyalty in a rapidly growing Chinese fashion market. An online questionnaire covering Korean fashion brands in China was completed by 377 Chinese male and female customers aged 20 to 39 years old from March 20 to March 27, 2014. Data analysis was performed by factor analysis and path analysis using SPSS 20.0 and AMOS. Both direct experiences and indirect experiences influenced brand familiarity. It showed that brand familiarity had a significant direct effect and an indirect effect through satisfaction on brand loyalty. A competitive advantage in the present Chinese fashion market requires that loyalty builds and that brand loyalty increases by creating a long-term relationship with customers when familiarity about the brand is induced.

Keywords

References

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