• The Research Journal of the Costume Culture
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• v.16 no.6
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• pp.1076-1086
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• 2008

The purpose of this study were to examine the effect of consumer-brand relationship of fashion luxury product on brand loyalty and the mediating effect of consumer satisfaction. The questionnaire developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 227 data from women who had a buying experience of fashion luxury products were analyzed using frequency, factor analysis, ANOVA, t-test, regression analysis by SPSS for WIN program. The results were as follows. First, the consumers' brand identification was composed of three factors; self-connection, interdependence, attachment. Second, the consumer-brand relationship significantly influenced on the brand loyalty. Third, the consumer-brand relationship significantly influenced on the consumer satisfaction. Fourth, the consumer satisfaction significantly influenced on the brand loyalty. Fifth, the consumer-brand relationship had both direct and indirect effects on brand loyalty mediated by consumer satisfaction. The results indicated that causal relationship was existed among these three variables.

• Journal of Global Scholars of Marketing Science
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• v.17 no.2
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• pp.111-131
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• 2007

As a brand becomes a core asset in creating a corporation's value, brand marketing has become one of core strategies that corporations pursue. Recently, for customer relationship management, possession and consumption of goods were centered on brand for the management. Thus, management related to this matter was developed. The main reason of the increased interest on the relationship between the brand and the consumer is due to acquisition of individual consumers and development of relationship with those consumers. Along with the development of relationship, a corporation is able to establish long-term relationships. This has become a competitive advantage for the corporation. All of these processes became the strategic assets of corporations. The importance and the increase of interest of a brand have also become a big issue academically. Brand equity, brand extension, brand identity, brand relationship, and brand community are the results derived from the interest of a brand. More specifically, in marketing, the study of brands has been led to the study of factors related to building of powerful brands and the process of building the brand. Recently, studies concentrated primarily on the consumer-brand relationship. The reason is that brand loyalty can not explain the dynamic quality aspects of loyalty, the consumer-brand relationship building process, and especially interactions between the brands and the consumers. In the studies of consumer-brand relationship, a brand is not just limited to possession or consumption objectives, but rather conceptualized as partners. Most of the studies from the past concentrated on the results of qualitative analysis of consumer-brand relationship to show the depth and width of the performance of consumer-brand relationship. Studies in Korea have been the same. Recently, studies of consumer-brand relationship started to concentrate on quantitative analysis rather than qualitative analysis or even go further with quantitative analysis to show effecting factors of consumer-brand relationship. Studies of new quantitative approaches show the possibilities of using the results as a new concept of viewing consumer-brand relationship and possibilities of applying these new concepts on marketing. Studies of consumer-brand relationship with quantitative approach already exist, but none of them include sub-dimensions of consumer-brand relationship, which presents theoretical proofs for measurement. In other words, most studies add up or average out the sub-dimensions of consumer-brand relationship. However, to do these kind of studies, precondition of sub-dimensions being in identical constructs is necessary. Therefore, most of the studies from the past do not meet conditions of sub-dimensions being as one dimension construct. From this, we question the validity of past studies and their limits. The main purpose of this paper is to overcome the limits shown from the past studies by practical use of previous studies on sub-dimensions in a one-dimensional construct (Naver & Slater, 1990; Cronin & Taylor, 1992; Chang & Chen, 1998). In this study, two arbitrary groups were classified to evaluate reliability of the measurements and reliability analyses were pursued on each group. For convergent validity, correlations, Cronbach's, one-factor solution exploratory analysis were used. For discriminant validity correlation of consumer-brand relationship was compared with that of an involvement, which is a similar concept with consumer-based relationship. It also indicated dependent correlations by Cohen and Cohen (1975, p.35) and results showed that it was different constructs from 6 sub-dimensions of consumer-brand relationship. Through the results of studies mentioned above, we were able to finalize that sub-dimensions of consumer-brand relationship can viewed from one-dimensional constructs. This means that the one-dimensional construct of consumer-brand relationship can be viewed with reliability and validity. The result of this research is theoretically meaningful in that it assumes consumer-brand relationship in a one-dimensional construct and provides the basis of methodologies which are previously preformed. It is thought that this research also provides the possibility of new research on consumer-brand relationship in that it gives root to the fact that it is possible to manipulate one-dimensional constructs consisting of consumer-brand relationship. In the case of previous research on consumer-brand relationship, consumer-brand relationship is classified into several types on the basis of components consisting of consumer-brand relationship and a number of studies have been performed with priority given to the types. However, as we can possibly manipulate a one-dimensional construct through this research, it is expected that various studies which make the level or strength of consumer-brand relationship practical application of construct will be performed, and not research focused on separate types of consumer-brand relationship. Additionally, we have the theoretical basis of probability in which to manipulate the consumer-brand relationship with one-dimensional constructs. It is anticipated that studies using this construct, which is consumer-brand relationship, practical use of dependent variables, parameters, mediators, and so on, will be performed.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.3
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• pp.480-494
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• 2016

This study focuses on influential relationships for consumer's cognition about sponsorship, consumer-brand relationship, brand equity, customer satisfaction and customer loyalty. To accomplish it, a questionnaire survey (answered by 600 males and females over the age of 20) was conducted by an Internet Research Company from October $5^{th}$ to $20^{th}$ in 2011. The results of the analysis were: First, consumer's cognition about sponsorship consisted of sponsorship interest, sponsorship importance, sponsor-sponsorship suitability, and sponsorship expectation. Consumer-brand relation consisted of personal attachment, trustful relationships and commitment relationships. Brand equity for golf wear consisted of three factors (brand awareness, brand image, perceived quality). Customer satisfaction and customer loyalty consisted of one factor. Second, the commitment relationship was influenced by sponsor-sponsorship suitability, sponsorship interest, sponsorship importance and sponsorship expectation. However, personal attachment was influenced by only sponsorship interest and sponsorship expectations. The trustful relationship was influenced by all factors of consumer cognition, except sponsorship interest. Customer loyalty was influenced by consumer's cognition about sponsorship, consumer-brand relationship, brand equity and customer satisfaction. The leverage of consumer-brand relationship and consumer's cognition for sponsorship was notably larger than others.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.9_10 s.157
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• pp.1445-1454
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• 2006

The purpose of this study was to examine the effects of consumer-brand relationship on purchasing attitudes toward counterfeits. 341 female college students who had purchased fashion luxury brand products were surveyed. For data analysis, descriptive statistics, factor analysis, pearson's correlations, ANOVA, and multiple regression were used. As the results, consumer-brand relationship was classified into three factors; commitment relationship, trust relationship, and emotion relationship. Also, higher consumer-brand relationship was correlated with higher preference and satisfaction, and lower purchasing attitudes toward counterfeits. Also, among the three groups(heavy/middle/low) of consumer-brand relationship, the heavy group had higher preference and satisfaction, and lower purchasing attitudes toward counterfeits. Also, results revealed that 'commitment relationship' and 'emotional relationship' accounted for 32% of the explained variance in 'favorableness', while 'trust relationship' and 'emotional relationship' accounted for 26% and 29% of the explained variance in 'trust toward product quality'. Based on these results, fashion luxury brand marketing strategy would be suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.1
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• pp.55-64
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• 2008

This study attempted to identify not only dimensions of clothing brand experience, but dimensions of perceived consumer-brand relationship. In addition, this study investigated the relationships among clothing brand experience, consumer-brand relationship and brand loyalty. 354 questionnaires were distributed to female and male respondents aged 20 to 30, and then analyed by SPSS and AMOS program. The results were as follows. First, it was identified that the dimension of clothing brand experience was composed of two dimensions; individual experience(personal dimension) and relational experience(social cultural dimension). Second, the type of consumer-brand relationship was found out as three dimensions; interdependence, love and passion, and partner. Third, these results showed that individual and relational experience of clothing brand was the most influential factor for love and passion dimension of consumer-brand relationship. Forth, love and passion dimension through clothing brand experience was the most influential factor for brand loyalty. Above results imply that the key of strong brand relationship lies in the emotion of love such as human relationship.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.3
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• pp.19-31
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• 2013

The purpose of this study was to investigate the influence of consumer-internet brand relationship on consumer's satisfaction and loyalty. In order to establish structural equation model, previous studies about consumer-brand relationship, consumer's satisfaction and loyalty were investigated. The survey was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaires were collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and Pearson's correlation analysis, using Amos 19. The results of verifying the hypotheses were as follows: First, consumer-internet brand relationship was classified into two dimensions including 'emotional affection' and 'cognitive trust'. Second, both 'emotional affection' and 'cognitive trust' had a positive effect on consumer's satisfaction. Third, 'emotional affection' had a positive effect on consumer's loyalty, but 'cognitive trust' did not affect consumer's loyalty directly. Finally consumer's satisfaction had a significant effect on consumer's loyalty. It was suggested that consumer-internet brand relationship could be an important factor to form brand equity. Therefore, internet shopping mall marketer should establish a strategy that can help customers make a strong relationship with their internet shopping mall.

• Journal of the Korean Home Economics Association
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• v.47 no.8
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• pp.101-107
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• 2009

The purpose of this study was to investigate the effects of consumer-brand relationship on brand charisma and brand loyalty. Four hundred and ten consumers living in Seoul and its suburb participated in this study. For data analysis, descriptive statistics, reliability, and structure equation modeling were used. The results were as follows. First, three factors of an 'affection', 'commitment', and 'trust' of advertisement were produced for consumer-brand relationship. Second, all three factors of consumer-brand relationship affected positively on brand charisma. Second, except 'affection' factor, two factors affected significantly on brand loyalty. Third, brand charisma affected positively on brand loyalty. Based on these results, this study would provide fashion marketers more efficient brand marketing strategies.

• Management & Information Systems Review
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• v.30 no.1
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• pp.159-185
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• 2011

We can divide brand experience in the brand community of online blog into the following five types: sensuous experience, emotional experience, cognitive experience, behavioral experience, and relational experience. And this study is aimed at looking into what differences are among the effects those five have on the consumer-brand relationship. Also we wanted to analyse empirically what structural relations this consumer-brand relationship through the whole experience has with brand attachment and brand commitment. The outcome shows that emotional experience, cognitive experience and relational experience affect the consumer-brand relationship but sensuous experience and behavioral experience. And our analysis of what structural relations the consumer-brand relationship through brand experience has with brand attachment and brand commitment revealed that the consumer-brand relationship through brand experience has a direct effect on brand attachment but it doesn't have on brand commitment. Brand commitment was confirmed to be affected only through brand attachment. Finally, this is in agreement with the result of the precedent study that brand commitment is an effect variable of brand attachment.

• Management & Information Systems Review
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• v.29 no.1
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• pp.117-144
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• 2010

This paper planned to review positively the influence of leading variables - Functional benefits, Emotional benefits, Self-expressive benefits over Consumer-brand relationship, and the structural relationship between Consumer-brand relationship and Brand attachment, Word-of-mouse. For it, we verified our hypothesis utilizing Hierarchial chi-square analysis that was available to statistically verify the size between 2 paths out of Structural models As the result of research, Emotional benefits was more influential than Functional benefits in the formation of Consumer-brand relationship. Additionally, the influential difference between Emotional benefits and Self-expressive benefits was not found in the formation of Consumer-brand relationship. In other words, both Emotional benefits and Functional benefits were proved to have a positive influence on forming Consumer-brand relationship. On the other hand, Self expressive benefits played a more influential role than Functional benefit in the formation of Consumer-brand relationship. The fact was also proved that the higher the formation level of Consumer -brand relationship was, the greater positive influence over Brand attachment and Word-of-mouse Through the above results, it is more desirable to establish brand strategy for forming Consumer-brand relationship through Emotional benefits and Self expressive benefits rather than Functional benefits. Additionally, the Consumer-brand relationship formed by Value benefit is expected not only to get the level of attachment, showing like love, toward the brand deeper, but also to achieve the effect of positive, long term communication through voluntary Word-of-mouse.

• Journal of Distribution Science
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• v.15 no.2
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• pp.121-132
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• 2017

Purpose - There are many variables related to consumer-brand relationship such as brand attitude, attachment, commitment and brand loyalty and we should manage these all variables successfully to achieve a strong brand loyalty. The objective of this research is to investigate the path from brand attitude and brand attachment to brand commitment and brand loyalty. Specially, this article focuses on the moderating effects of brand type and consumer innovativeness in the causal relationships between variables. Research design, data, and methodology - The seven hypotheses were proposed and tested empirically in this research. Three of seven hypotheses were the effects of brand attitude and brand attachment on the brand commitment and brand loyalty. Another two hypotheses presented the moderating effect of brand type and other two hypotheses expressed the moderating effect of consumer innovativeness in the causal relationships between variables. Research data were collected from the surveying of university students and the 282 samples were used to test the proposed hypotheses empirically. We utilized SPSS 20.0 and AMOS 20.0 for statistical analyses such as reliability test, validity test and path analysis. Results - The results show that brand attitude influences the brand loyalty and brand attachment influences the brand commitment positively. The brand attachment also influences the brand commitment positively. We found that there is a moderating effect of brand type in the causal relationship between brand attitude and loyalty though there is no significant moderating effect in the causality between brand attachment and commitment. We also fount that there is no significant moderating effect of consumer innovativeness in the causal relationships among brand attitude, brand attachment, brand commitment and brand loyalty. In Summary, 5 of 7 hypotheses in this study were supported and 2 hypotheses were not supported. Conclusions - There is a path model of consumer-brand relationship from brand attitude and brand attachment to brand commitment and brand loyalty. Companies should provide their consumers with effective marketing program in every phase of consumer-brand relationship to build brand loyalty. In addition, there are possibilities that the relationships among brand attitude, brand attachment, brand commitment and brand loyalty are moderated by brand type and consumer innovativeness. Companies should consider perceived brand type and innovativenss of their consumers in planning and executing their various marketing programs for their brand management.