Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
권호 표지
DOI QR코드

DOI QR Code

Effect of SPA Brand Consumers' Emotional Consumption Value Orientation and Assessment of Marketing Mix Attributes on brand loyalty

SPA 브랜드 소비자의 감성적 소비가치 성향과 마케팅 믹스 속성 평가가 충성도에 미치는 영향

  • Nam, Heekyoung (Dept. of Clothing and Textile, Seoul National University) ;
  • Son, Heejung (Dept. of Clothing and Textile, Seoul National University) ;
  • Lee, Yuri (The Research Institute of Human Ecology, Seoul National Universtiy)
  • Received : 2014.03.06
  • Accepted : 2014.04.30
  • Published : 2015.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Emotional consumption value orientation has played a significant role to have a direct effect on making purchase in our lives. And emotional value has been dealt within the SPA brand contexts recently. Therefore, the current study investigates how SPA brand consumers' emotional value consumption orientation has affected brand loyalty, with a focus on mediation effects of marketing mix attributes assessment. Results of this research are as follows. First, there was a significant difference between Zara and Uniqlo on the assessment of marketing mix attributes. Second, emotional consumption value orientation had significantly impact on brand loyalty for both Zara and Uniqlo. Third, multi-regression analysis was conducted to find out the mediation effect of marketing mix attributes assessment in the relationships between emotional consumption value orientation and brand loyalty. For Zara, hedonic promotional and pricing attributes of products and place show full mediation effect on brand loyalty. For Uniqlo, utilitarian, hedonic and pricing attributes have impact on brand loyalty. The current study strives to find out how emotional consumption value orientation attected the consumer evaluation process and purchase behavior in the contexts of SPA brand product purchase. Product assessments have stronger effect than place, and hedonic attributes have stronger effect on brand loyalty in comparison with utilitarian attributes. Also, hedonic attributes of product and place have stronger effect on brand loyalty in comparison with utilitarian attributes.

Keywords

References

  1. Aaker, J. L. (1997). Dimensions of Brand Personality, Journal of Marketing Research, 34(3), 347-356. https://doi.org/10.2307/3151897
  2. Barbin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value, Journal of Consumer Research, 20 (4), 644-656. https://doi.org/10.1086/209376
  3. Babin, B. J., & Attaway, J. (2000). Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer, Journal of Business Research, 49(2), 91-99. https://doi.org/10.1016/S0148-2963(99)00011-9
  4. Chandon, P., Wansink, B., & Laurent G. (2000). A Benefit Congruency Framework of Sales Promotion Effectiveness, Journal of Marketing, 64(4), 65-81. https://doi.org/10.1509/jmkg.64.4.65.18071
  5. Chaudhuri, A., Holbrook, & Morris, 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. https://doi.org/10.1509/jmkg.65.2.81.18255
  6. Choi, J. W. (2003). Fashion Marketing, Seoul, Republic of Korea: Jisikchanggo.
  7. Choi, S. H. (2005). The Effect of Marketing Mix on the Formation of Fashion Brand Equity. The Research Journal of the Costume Culture, 13(1), 174-187.
  8. Conger, J. A. (1998). The necessary art of persuasion, Harvard Business Review. Retrieved from https://hbr.org/1998/05/the-necessary-art-of-persuasion
  9. Dick, A. S. & Basu, K. (1994). Consumer Loyalty: Toward an Integrated Conceptual Framework, Journal of the Academy of Marketing Science, 22(2), 99-113. https://doi.org/10.1177/0092070394222001
  10. Fill, C. (2002). Marketing Communications: Contexts, Strategies and Applications (3rd ed.). Englewood Cliffts, U.S.: Prentice Hall Inc.
  11. Garbarino, E. & Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70-88. https://doi.org/10.2307/1251946
  12. Hansen, Flemming (1972). Consumer Choice Behavior. New York, U.S.: The Free Press.
  13. Holbrook, Morris B. (1980). Some Preliminary Notes on Research in Consumer Esthetic, Advances in Consumer Research, 7, 104-108.
  14. Hong, B. S., Na, Y. K. (2007). The Effect of Apparel Customer's Product, Price Attributes and Shopping Values on Internet Shopping Satisfaction, Journal of the Korean Society of Clothing and Textiles, 31(7), 1075-1084. https://doi.org/10.5850/JKSCT.2007.31.7.1075
  15. Huh, K, O. (2006). Consumers' preference for and satisfaction with retailing stores by life style. Korean Journal of Human Ecology, 15(3), 385-395.
  16. Jacoby, J. & Chestnut, R. W. (1978). Brand Loyalty: Measurement and Management. New York, U.S.: Ronald Press Publication.
  17. Jacoby, J. & Olson, J. (1988). perceived quality: Institute of retail management, Journal of Economic Psychology, 9(4), 542-543. https://doi.org/10.1016/0167-4870(88)90021-9
  18. Jang, E. R. & Choi, S. H. (2011). The Effects of Marketing Mix Elements of Fast Fashion brand on Benefits and Brand Loyalty (Unpublished master's thesis). Chung-Ang University, Seoul, Republic of Korea. & The Catholic University, Bucheon, Republic of Korea.
  19. John, T. O., Sasser, W. E. Jr. (1995). Why Satisfied Customers Defect?, Harvard Business Review, 73 (6), 89-99.
  20. Jung, S. A. (2010). The Effects of the VMD of an SPA Store on Product Evaluation and Purchase Preferences (Unpublished master's thesis). Duksung Women's University, Seoul, Republic of Korea.
  21. Jung, H. Y. (2004). Empirical study on marketing strategy of casual clothes : emphathis on the brand strategy (Unpublished master's thesis). Dongguk University, Seoul, Republic of Korea.
  22. Keller, K. L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Upper Saddler River, N.J., U.S.: Prentice Hall.
  23. Keller, K. L. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal of Consumer Research, 29(4), 595-600. https://doi.org/10.1086/346254
  24. Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (2nd ed.). Upper Saddler River, N.J., U.S.: Prentice Hall.
  25. Kim, C. J. (2002). Effects of Store Attributes on Revisit Intensions of Appared Store in Discount Store (Unpublished master's thesis). Chung-Ang University, Seoul, Republic of Korea.
  26. Kim, H. K. (1999). The characteristics of the Korean consumer by its value and lifestyle typology. The Korean Journal of Advertising, 10(2), 173-197.
  27. Kim, H. S. (2012). A Study on the Characteristics of Marketing Strategy on the SPA Brand, Journal of the Korea Fashion & Costume Design Association, 14(1), 131-150
  28. Kim, J. W. (2000). Influences of shopping value, store attributes, and task situation on clothing purchasing behavior (Unpublished doctor's thesis). Ehwa- Womans University, Seoul, Republic of Korea.
  29. Kim, J. Y., Lee, E. Y. (2004). The Influence of Service Quallity, Product Quality, Price on Store Patronage for Apparel Stores, Journal of the Korean Society of Clothing and Textiles, 28(1), 12-21.
  30. Kim, M. J. (2004). The Effect on Sales Promotion in Apparel Firms on Brand Loyalty (Unpublished master's thesis). Chung-Ang University, Seoul, Republic of Korea.
  31. Kim, S. H. (2000). Sales Promotion Response and Shopping Orientation of Apparel Consumer (Unpublished master's thesis). Seoul national University, Seoul, Republic of Korea.
  32. Kim, S. H. (2007). A Study on the Fast Fashion(Part 2)-Focusing on Clothing Selection Criteria and Store Selection Criteria, The Research Journal of the Costume Culture, 15(5), 888-901. https://doi.org/10.29049/rjcc.2007.15.5.888
  33. Konecnik, M. & Gartner, W. C. (2007). Customer-based Brand Equity for a destination, Annals of Tourism Research, 34(2), 400-421. https://doi.org/10.1016/j.annals.2006.10.005
  34. Korea Chamber of Commerce and Industry (2010). Retail CEO Report Vol. 7; Innovation cases and suggestions in Global SPA, Seoul, Republic of Korea: Korea Chamber of Commerce and Industry. 1-32.
  35. Lee, E. Y. (1997). Fashion Marketing, Seoul, Republic of Korea: Kyomunsa.
  36. Lee, K. B. (2002). Influence of informational and image advertisement on consumer perception : Focusing on the sensation Seeking Tendency of N generation. (Unpublished master's thesis). Hongik University, Seoul, Republic of Korea.
  37. Lemon, K. N., White, T. B., & Winer, R. S. (2002). Dynamic Customer Relationship Management: Incorporating Future Considerations into the Service Retention Decision. Journal of Marketing, 66(1), 1-14. https://doi.org/10.1509/jmkg.66.1.1.18447
  38. Lichtenstein, D. R., Ridgway, N. M. & Netemeyer, R. G. (1993). Price Perceptions and Consumer Shopping Behavior: A field Study, Journal of Marketing Research, 30(2), 234-245. https://doi.org/10.2307/3172830
  39. Lim et al. (2006). Consumer Behavior(3rd ed.), Seoul, Republic of Korea: Kyungmunsa.
  40. Lim, K. B. (2001). A Study on the Consumer's Importance of Store Attributes and Store Choice Behavior according to the Shopping Orientations, The Research Journal of the Costume Culture, 9(6), 807-817.
  41. Lynch, J. G., & Ariely, D. (1998). Interactive home shopping: effects of search cost for price and quality information on consumer price sensitivity, satisfaction with merchandise, and retention. In Marketing Science and the Internet, INFORM College on Marketing Mini-Conference. Cambridge, MA.
  42. Maxham, J. G. & Netemeyer, R. G. (2002). A Longitudinal Study of Complaining Customers' Evaluations of Multiple Service Failures and Recovery Efforts. Journal of Marketing, 66(4), 57-71. https://doi.org/10.1509/jmkg.66.4.57.18512
  43. Mittal, B. & Lassar, W. M. (1998). Why do Consumer? The Dynamics of Satisfaction versus Loyalty. Journal of Service Marketing 12(3), 177-194. https://doi.org/10.1108/08876049810219502
  44. Moon, H. K., Choo, H. J. (2008). The Effects of Clothing Consumption Values on Ambivalent Clothing Consuming Behavior, Journal of the Korean Society of Costume, 58(2), 1-14.
  45. Oh, H. J. (1997). Conceptual framework and evaluation process of apparel quality (Unpublished doctor's thesis). Seoul National University, Seoul, Republic of Korea.
  46. Oliver, Richard L. (1999). Whence Consumer Loyalty?, Journal of Marketing, 63, 33-44.
  47. Park, C. W., Mittal, B. (1985). A Theory of Involvement in Consumer Behavior: Problems and Issues, Research in Consumer Behavior, 1, 201-231.
  48. Park, H. H., Ku, Y. S., & Koo, D. M. (2007). The Influence of Consumer's Shopping Values on the Evaluations of Fashion Product Attributes and Brand Re-purchase Intention -Focused on the Moderating Role of Price Level-, Journal of the Korean Society of Clothing and Textiles, 31(2), 236-246. https://doi.org/10.5850/JKSCT.2007.31.2.236
  49. Peter, J. P, Olson, J. C. (1987). Consumer Behavior: Marketing Strategy Perspectives. Irwin Professional Publishing.
  50. Pyo, H. S. (2005). Effects of Consumption Value on Store Choice Behavior for Golf Wear (Unpublished master's thesis). Donga University, Busan, Republic of Korea.
  51. Robinette, S., Lenz, V. (2003). Emotion Marketing, New York, U.S.: McGraw-Hill.
  52. Ryou, E. J., Lim, S. J. (1988). A Study on Consumer's Value Systems and Clothing Behavior, Journal of the Korean Society of Clothing and Textiles, 22(6), 749-759.
  53. Seo, S. M., Hong, B. Sl, Jin, B. H. (2002). Fashion Business, Seoul, Republic of Korea: Hyungseul Publishing.
  54. Sheth, J. N., Bruce I. Newman, Barbara L. Gross (1992). Consumption Values and Market Choices: Theory. Journal of Marketing Research, 29(4), 487-489. https://doi.org/10.2307/3172719
  55. Shim, S. & Bickle, M. C. (1994). Apparel Selection by Employed Women: A Typology of Information Search Patterns, Clothing and Textiles Research Journal, 6(2), 1-9. https://doi.org/10.1177/0887302X8800600201
  56. Yang, L. N. (2009). A Study on the Satisfaction of the Store Attribute, Intention of Revisit and Recommendation on the Clothing Consumer. The Research Journal of the Costume Culture, 17(3), 367-382. https://doi.org/10.29049/rjcc.2009.17.3.367

Cited by

  1. A Study on the Apparel Sizing System of SPA brands vol.19, pp.5, 2015, https://doi.org/10.12940/jfb.2015.19.5.139
  2. The power of e-WOM using the hashtag: focusing on SNS advertising of SPA brands vol.37, pp.1, 2018, https://doi.org/10.1080/02650487.2017.1401519
  3. 감성적 소비성향과 패션소재의 감성요소에 대한 선호도 연구 vol.19, pp.3, 2015, https://doi.org/10.14695/kjsos.2016.19.3.27
  4. 할인점 PB패션제품의 제품유형, POP 메시지 프레이밍, 인지종결욕구가 소비자의 호의도에 미치는 영향 vol.67, pp.1, 2017, https://doi.org/10.7233/jksc.2017.67.1.022
  5. 여대생의 국적에 따른 캐주얼 셔츠 소재의 주관적 감각과 촉감 선호도 비교 vol.24, pp.1, 2015, https://doi.org/10.14695/kjsos.2021.24.1.105
  6. A Study on Consumers’ Perceptions of SPA Brands through Big Data Analysis vol.71, pp.3, 2015, https://doi.org/10.7233/jksc.2021.71.3.143