Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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The Brand Love-Loyalty Link of Korean Cosmetics in China: The Moderated Moderation Effects of Hedonic/Utilitarian Shopping Value and Gender Difference

중국시장에서 한국화장품의 브랜드 사랑과 충성도의 관계: 쾌락적/실용적 쇼핑 가치와 성별차이의 조절적 조절효과

  • Ha, Hong-Youl (Department of International Trade, Dongguk University)
  • 하홍열 (동국대학교 국제통상학과)
  • Received : 2019.09.04
  • Accepted : 2019.10.16
  • Published : 2019.10.31
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Abstract

Although brand love is a major interest in global business, very little is known about how the effects of brand love are affected by relevant constructs. This study examines how the brand love-loyalty link is moderated by shopping value (hedonic vs. utilitarian) and how the moderated moderation effect of gender difference influences the consumer-brand relationship. Based on a unique dataset of 254 Chinese consumers of Korean cosmetic brands in China, we tested our proposed hypotheses using Regression PROCESS macro (model = 3). One of our novel findings is that brand love has a positive influence on brand loyalty. However, this relationship is sensitive to moderators. Regarding the brand love-loyalty linkage, consumers who seek hedonic shopping value is higher than consumers who seek utilitarian shopping value. In particular, female consumers are more passionate and loyal than male consumers. Finally, male consumers seeking hedonic shopping value feature greater brand love-loyal linkage than other consumers; however, this effect is very limited.

Keywords

References

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