한국형 SPA브랜드의 점포속성, 브랜드 자산 및 브랜드 태도와의 영향관계
The effects of store attributes on brand equity of and brand attitude toward Korean SPA brands
1
조회
0
다운로드
7
인용
0
참고문헌
키워드
초록
The purpose of this study was to investigate the effect of store attributes on brand equity of and brand attitude toward Korean SPA brands. Data were collected from women living in Seoul in ages from 18 to 39 with purchasing experience at Korean SPA brands. A total of 554 questionnaires were used in the statistical analysis including factor analysis and structure equation analysis. The results were as follows: For store attributes, 8 factors were extracted: product assortment, fashionability, price, quality, store environment, service, convenience in location and advertisement. Two factors, brand awareness, brand image were extracted for brand equity, and brand attitude was derived as a single dimension. Product-related store attributes such as product assortment, price, quality have positive effects on brand awareness, brand image and brand attitude. Other attribute such as store environment has positive effect on brand awareness and brand image, Attribute such as advertisement has positive effect on brand awareness and service, convenience in location have positive effect on brand attitude. Moreover, brand image and brand awareness have positive effect on brand attitude. These results indicate the product-related attributes are important factors to consider for improving brand equity and brand attitude for Korean SPA brands.
Abstract
The purpose of this study was to investigate the effect of store attributes on brand equity of and brand attitude toward Korean SPA brands. Data were collected from women living in Seoul in ages from 18 to 39 with purchasing experience at Korean SPA brands. A total of 554 questionnaires were used in the statistical analysis including factor analysis and structure equation analysis. The results were as follows: For store attributes, 8 factors were extracted: product assortment, fashionability, price, quality, store environment, service, convenience in location and advertisement. Two factors, brand awareness, brand image were extracted for brand equity, and brand attitude was derived as a single dimension. Product-related store attributes such as product assortment, price, quality have positive effects on brand awareness, brand image and brand attitude. Other attribute such as store environment has positive effect on brand awareness and brand image, Attribute such as advertisement has positive effect on brand awareness and service, convenience in location have positive effect on brand attitude. Moreover, brand image and brand awareness have positive effect on brand attitude. These results indicate the product-related attributes are important factors to consider for improving brand equity and brand attitude for Korean SPA brands.
참고문헌 (38)
- Aaker, D. A., "Managing brand equity: Capitalizing on the value of a brand name" (1991), The Free Press
- Bloemer, J., "On the relationship between store image, store satisfaction and store loyalty", European Journal of Marketing, 32(5), pp.499~513 (1998)
- "Korean SPA brands that aim at twenties were came up" (2013)[URL]
- Cha, Y. S., "Store image and consumer satisfaction of SPA-typed retail store", master, pp.2005
- Cho, H. W., "A study of the effect of information type of clothes products on brand attitude and purchasing intentions on internet shopping malls", master, pp.2004
- 조준상, "VMD에 대한 소비자태도가 브랜드자산과 브랜드태도에 미치는 영향 :베이커리전문점을 중심으로", 유통과학연구, 11(6), pp.67~80 (2013), 한국유통과학회
- Farquhar, P. H., "Managing brand equity", Marketing Research, 1(3), pp.24~33 (1989)
- Fishbein, M. A., "Understanding attitude and predicting social behavior" (1980), Prentice-Hall
- "The scary growth of SPA brands" (2014)[URL]
- "Quo，attack the youngsters" (2013)[URL]
- Hutcheson, G. D., "Measuring preferred store satisfaction using consumer choice criteria as a mediating factor", Journal of Marketing Management, 14(7), pp.705~720 (1998)
- 장애란, "소비자 니드를 위한 한국형 SPA의 Fast fashion", 한국생활과학회지, 16(5), pp.997~1006 (2007), 한국생활과학회
- "Get a low by native SPA" (2013)[URL]
- Jin, B. M., "A study on the impact of the brand image to loyalty and purchase intention", master, pp.2014
- Jung, D. W., "A study on the relationship between brand Image, brand attitude, and brand loyalty of extension brand by brand equity of food service company", master, pp.2012
- 정은주, "SPA 브랜드 매장의 VMD 요소 현황과 사용자 평가", 기초조형학연구, 12(3), pp.461~472 (2011), 한국기초조형학회
- "Global SPA to capture the Korean fashion market" (2014)[URL]
- "Native fashion industry, fierce competition of SPA" (2013)[URL]
- Keller, K. L., "Conceptualizing, measuring, and managing customer-based brand equity", Journal of Marketing, 57(1), pp.1~22 (1993)
- 김현주, "SPA 브랜드의 소비자 구매 행동 및 점포 속성 중요도 분석- 서울, 경기 지역 여대생을 중심으로 -", 복식문화연구, 15(3), pp.369~382 (2007), 복식문화학회
- Kim, S. H., "Chinese consumers’ shopping values, and global SPA brands’ evaluation, attitude and purchase intention", master, pp.2013
- Kim, S. H., "Chinese consumers’ shopping values, and global SPA brands’ evaluation, attitude and purchase intention", master, pp.2013
- "Catch up with UNIQLO, ZARA" (2014)[URL]
- Kunkel, J. H., "A behavioral conception of retail image", Journal of Marketing, 32(4), pp.21~28 (1968)
- Kwok, S. C., "A study on brand attitude: factors in the bakery industry", master, pp.2012
- Lassar, W., "Measuring customer-based brand equity", Journal of Consumer Marketing, 12(4), pp.11~19 (1995)
- 이호성, "SPA(Speciality store retailer of Private label Apparel) 브랜드 구매경험이 브랜드 충성도에 미치는 영향에 관한 연구", 고객만족경영연구, 14(1), pp.101~123 (2012), 한국고객만족경영학회[DOI]
- Lee, J. H., "An analysis and case study on current conditions of SPA at home and abroad:with focus on casual apparel", master, pp.2009
- "Launching of SPA brand “8seconds”" (2012)[URL]
- Lee, S. U., "(The) Structural relations according to the VMD of clothes stores and brand awareness:with a focus on emotional reaction, brand image and attitude and purchase intention", master, pp.2008
- Lee, S. D., "A study on the effect of price discount on brand attitudes of clothing products", master, pp.2004
- 나윤규, "라이프스타일과 브랜드 유형에 따른 패션점포속성 및 브랜드 자산에 관한 연구", 한국패션디자인학회지, 10(3), pp.97~114 (2010), 한국패션디자인학회
- Park, H. S., "(The)effect of marketing mix activity of outdoor brand on brand equity and brand loyalty: Focused on comparison of domestic an international outdoor brand", master, pp.2013
- Park, J. K., "Effects of store attribute of SPA brand on brand preference and purchase intention", The Journal of Korean Living Science Research, 30(1), pp.48~54 (2010)
- 신종국, "SPA 브랜드의 점포속성과 점포개성이 점포태도에 미치는 영향", 마케팅논집(Journal of Marketing Studies), 21(2), pp.23~44 (2013), 한국전략마케팅학회
- 신원혜, "패션브랜드에 따른 상품속성과 브랜드 태도에 관한 연구", 한국생활과학회지, 13(6), pp.943~957 (2004), 한국생활과학회
- 서희경, "국내", 해외 SPA브랜드 의복구매 20대 여성 소비자의 쇼핑성향과 의복만족도, 2011, pp.35(5), 501~512[DOI]
- Yoon, S. H., "Satisfaction according to recognition and purchasing behaviour of women consumers for SPA brands clothing", master, pp.2012