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

  • 제40권4호
  • /
  • Pages.763-774
  • /
  • 2016
  • /
  • 1225-1151(pISSN)
  • /
  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
권호 표지
DOI QR코드

DOI QR Code

중국 소비자의 한국 패션브랜드에 대한 친숙성이 만족과 브랜드 충성도에 미치는 영향

Effect of Chinese Customer's Familiarity with Korean Fashion Brands on Satisfaction and Brand Loyalty

  • 유박 (충남대학교 소비자생활정보학과) ;
  • 고순화 (충남대학교 의류학과) ;
  • 이영선 (충남대학교 의류학과)
  • 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)
  • 투고 : 2016.04.25
  • 심사 : 2016.07.05
  • 발행 : 2016.08.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

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.

키워드

참고문헌

  1. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York, NY: Free Press.
  2. Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454. doi:10.1086/209080
  3. Assael, H. (2004). Consumer behavior: A strategic approach (1st ed.). Boston, MA: Houghton Mifflin Company.
  4. Baker, W. H., Hutchinson, J. W., Moore, D., & Nedungadi, P. (1986). Brand familiarity and advertising: Effects on the evoked set and brand preference. Advances in Consumer Research, 13(1), 637-642.
  5. Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82. doi:10.2307/1251871
  6. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93. doi:10.1509/jmkg.65.2.81.18255
  7. Cho, N. H. (2003). Internet shoppers' dissatisfaction and complaining behavior. Unpublished master's thesis, Ewha Womans University, Seoul.
  8. Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. doi:10.1177/0092070394222001
  9. Ehrenberg, A. S. C., Goodhardt, G. J., & Barwise, T. P. (1990). Double jeopardy revisited. Journal of Marketing, 54(3), 82-91. doi:10.2307/1251818
  10. Fornell, C. (1992). A national customer satisfaction barometer: The swedish experience. Journal of Marketing, 56(1), 6-21. doi:10.2307/1252129
  11. Gremler, D. D., Gwinner, K. P., & Brown, S. W. (2001). Generating positive word-of-mouth communication through customer-employee relationships. International Journal of Service Industry Management, 12(1), 44-59. doi:10.1108/09564230110382763
  12. Hong, K. H., & Liu, J. (2009). Korean fashion brand purchasing behavior by fashion leadership and Korean wave of college women students in China. Journal of the Korean Society of Clothing and Textiles, 33(4), 655-665. https://doi.org/10.5850/JKSCT.2009.33.4.655
  13. Huh, J. Y., & Park, K. D. (2010). The impacts of in-store sensory experience on the emotional reaction, store attitude, brand attitude and purchase intention of customers. Ewha Management Review, 28(1), 71-95.
  14. Hwang, Y. Y., & Choi, S. A. (2010). The effects of brand experience on brand satisfaction and loyalty. Korean Journal of Business Administration, 23(6), 3381-3399.
  15. Hwang, S. J., Song, K. E., & Lee, Y. K. (2003). The influence of fashion involvement, familiarity and expertise of negative information as moderate variable on extended apparel brand evaluation. Journal of the Korean Society of Clothing and Textiles, 27(1), 9-17.
  16. Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10(1), 1-9. doi:10.2307/3149402
  17. Jeong, G. Y., & Yu, H. J. (2014). A study of the effect of fast fashion brand experience on brand identification. The Korean Journal of Advertising, 25(3), 147-173. doi:10.14377/KJA.2014.4.15.147
  18. Jones, T. O., & Earl Sasser, Jr., W. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 88-99.
  19. Kang, E. M., & Park, E. J. (2003). Impact factors on consumer satisfaction in apparel buying behavior. Journal of the Korean Society of Clothing and Textiles, 27(1), 29-39.
  20. Kasper, H. (1988). On problem perception, dissatisfaction and brand loyalty. Journal of Economic Psychology, 9(3), 387-397. doi:10.1016/0167-4870(88)90042-6
  21. Kent, R. J., & Allen, C. T. (1994). Competitive interference effects in consumer memory for advertising: The role of brand familiarity. Journal of Marketing, 58(3), 97-105. doi:10.2307/1252313
  22. Kim, J. Y. (1994). Consumer's brand loyalty in clothing purchase decision process. Unpublished master's thesis, Seoul National University, Seoul.
  23. Ko, E., Lee, M. A., & Lee, M. (2012). Fashion brand & communication. Seoul: Gyomoon Publishers.
  24. Ko, S. H., & Rhee, Y. S. (2008). The effect of clothing brand experience on consumer-brand relationship and brand loyalty. Journal of the Korean Society of Clothing and Textiles, 32(1), 55-64. https://doi.org/10.5850/JKSCT.2008.32.1.055
  25. Kuh, S. Y. (1996). 의료서비스에 대한 소비자 만족에 관한 연구 [A study of consumers' satisfaction on medical service]. Journal of Korean Marketing Association, 11(2), 67-90.
  26. Lee, H. H. (2016, April 21). "패션기업 중국 진출 지금이 적기" ["Fashion companies, China advance is good season now"]. Weekly Trade. Retrieved April 21, 2016, from http://weeklytrade.co.kr/news/view.html?section=1&category=3&item=&no=18006
  27. Lee, H. S., Ahn, K. H., & Ha, Y. W. (2015). Consumer behavior (6th ed.). Seoul: Jyphyunjae.
  28. Lee, H. S., Jang, K. L., & Lee, Y. K. (1999). The relationship between market orientation and business performance, and mediators in the hotel industry. Korean Management Review, 28(1), 75-102.
  29. Lee, H. S., Kim, H. J., & Lee, J. G. (2012). A study on the influence of SPA (Specialty store retailer of Private label Apparel) brand buying experience on brand loyalty. The Academy of Customer Satisfaction Management, 14(1), 101-123.
  30. Lee, J. Y. (2003). A theoretical review on consumers' brand experience and its practical implications. Journal of Consumer Studies, 14(2), 215-242.
  31. Mowen, J. C. (1995). Consumer behaviour (4th ed.). Upper Saddle River, NJ: Prentice Hall.
  32. Oh, H., & Lee, S. J. (2010). A study on the effects of national image of Korea in the Chinese market. The Korean Journal of Advertising and Public Relations, 12(3), 321-347.
  33. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences to satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. doi:10.2307/3150499
  34. Park, H., & Lee, K. H. (2009). Consumer attitude toward private apparel brands according to internet shopping. The Research Journal of the Costume Culture, 17(5), 911-922. https://doi.org/10.29049/rjcc.2009.17.5.911
  35. Park, C. W., & Lessig, V. P. (1981). Familiarity and its impact on consumer decision biases and heuristics. Journal of Consumer Research, 8(2), 223-230. doi:10.1086/208859
  36. Park, J., & Stoel, L. (2005). Effect of brand familiarity, experience and information on online apparel purchase. International Journal of Retail & Distribution Management, 33(2), 148-160. doi:10.1108/09590550510581476
  37. Park, M., & Lee, S. E. (2008). A study on the influence of visual merchandising and brand recognition on perceived risk, brand image and brand loyalty. The Research Journal of the Costume Culture, 16(5), 826-840. https://doi.org/10.29049/rjcc.2008.16.5.826
  38. Perkins, W. S., & Reyna, V. F. (1990). The effects of expertise on preference and typicality in investment decision making. Advances in Consumer Research, 17(1), 355-360.
  39. Schmitt, B. H. (2002). Experiential marketing (S. Y. Park, S. J. Yoon, & S. T. Hong, Trans.). Seoul: Sejongbooks. (Original work published 1999)
  40. Seo, E. K., & Hwang, S. J. (2009). Influence of consumer attitudes and familiarity toward a fashion brand with a cause marketing program on credibility, purchase and word-ofmouth intention. Journal of the Korean Society of Costume, 59(6), 1-15.
  41. Swan, J. E., & Combs, L. J. (1976). Product performance and consumer satisfaction: A new concept. Journal of Marketing, 40(2), 25-33. doi:10.2307/1251003
  42. Yang, W. D. (2010). Influences of South Korean popular cultures on preferences to and purchasing intentions on Korean fashion merchandise-Focusing on Dalian areas of China-. Unpublished master's thesis, Chungnam National University, Daejeon.
  43. Yi, Y. J., & La, S. A. (2002). The relationship of customer satisfaction, adjusted expectation and repurchase intention: The moderating role of customer loyalty. Journal of Consumer Studies, 13(3), 51-78.
  44. Yoon, S. H. (1996). The relationships of brand familiarity of clothing and information search, brand loyalty. Unpublished master's thesis, Chungnam National University, Daejeon.