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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Clothing Brand Experience on Consumer-Brand Relationship and Brand Loyalty

의류브랜드의 체험이 소비자-브랜드 관계와 브랜드 충성도에 미치는 영향

  • Ko, Soon-Hwa (Dept. of Clothing & Textiles, Chungnam National University) ;
  • Rhee, Young-Sun (Dept. of Clothing & Textiles, Chungnam National University)
  • 고순화 (충남대학교 생활과학대학 의류학과) ;
  • 이영선 (충남대학교 생활과학대학 의류학과)
  • Published : 2008.01.31
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Abstract

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.

Keywords

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