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

The Korean Society of Clothing and Textiles (한국의류학회)
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Effects of Brand Experience in Mass Cosmetic Brand Store on Brand Commitment and Loyalty Among Female High School Students

여고생의 중저가 화장품 점포 내 브랜드체험이 브랜드몰입과 충성도에 미치는 영향

  • Yu, Haekyung (Dept. of Fashion Industry, Incheon National University) ;
  • Lee, Minsun (Center for Perception and Behavioral Research, Incheon National University)
  • 유혜경 (인천대학교 패션산업학과) ;
  • 이민선 (인천대학교 인지행동 연구센터)
  • Received : 2018.07.05
  • Accepted : 2018.12.17
  • Published : 2019.04.30
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Abstract

This study examines the dimensions of brand experience and brand commitment within mass cosmetic brand stores that target female high school students and analyzes the effect of multi-dimension brand experience and brand commitment on brand loyalty. A model linking brand experience to brand commitment and loyalty was tested, using structural equation modeling analysis. A total of 175 female high school students completed the online questionnaire. The current study extended the understandings of the construct of brand commitment by adopting a broadened five-component consumer commitment. The results confirmed that developing brand experience in domestic mass cosmetics brand stores influences consumer loyalty through various types of brand commitment. This study can be beneficial for brand managers by providing guidelines on how to establish consumer loyalty affected by brand experience through brand commitment. Especially, brand managers should consider the negative impacts of forced commitment on consumer loyalty despite brand experience within the stores not influencing teenage consumers' forced commitment toward mass cosmetic brands. The importance of habitual commitment in the relationship between brand experience and loyalty was also revealed. The results can provide a realistic blueprint for consumer brand experience and commitment strategy.

Keywords

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