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Journal of the Korean Home Economics Association 2009;47(8):101-107.
패션 소비자-브랜드 관계가 브랜드 카리스마와 브랜드충성도에 미치는 영향
심지윤, 이승희
성신여자대학교 의류학과
The Effects of Consumer-Brand Relationships on Brand Charisma and Brand Loyalty
Seung-Hee Lee, Shim, Ji-Yoon
The Fashion School, Kent State University, Department of Clothing & Textiles, Sungshin Women’s University
ABSTRACT
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.
Keywords: 소비자-브랜드 관계, Consumer-Brand Relationship, 브랜드 카리스마, Brand Charisma, 브랜드 충성도, Brand Loyalty, 패션브랜드 마케팅, Fashion Brand Marketing
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