A Study on Brand Personality and Experience in Early Morning Delivery as a New Distribution Service
- Authors
- Lee, Jang Suk; Jin-Hwan Kim
- Issue Date
- Oct-2020
- Publisher
- 한국유통과학회
- Keywords
- Brand Experience; Brand Personality; Brand Attachment; Brand Loyalty; Early Morning Delivery; Market Kurly.
- Citation
- 유통과학연구, v.18, no.10, pp.5 - 14
- Journal Title
- 유통과학연구
- Volume
- 18
- Number
- 10
- Start Page
- 5
- End Page
- 14
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/80714
- DOI
- 10.15722/jds.18.10.202010.5
- ISSN
- 1738-3110
- Abstract
- Purpose: Early morning delivery markets have grown exponentially in the last few years. This study aims to verify the effects of brand experience factors and brand personality factors of Market Kurly, a representative early morning delivery brand, on brand attachment and brand loyalty. Research design, data, and methodology: For this purpose, 204 ordinary people in their 20s and 40s who have experience in using Market Kurly were surveyed. 7 hypotheses were verified by using hierarchical regression analysis. Results: Affective experience, intellectual experience, and behavioral experience among brand experience factors had a positive effect on brand attachment. Also, brand personality-self-image congruence and brand personality-human brand congruence as brand personality factors had a positive effect on brand attachment. The brand attachment was identified as an important preceding factor to explain the brand loyalty of Market Kurly. Conclusions: When applying brand experience factors to the early morning delivery service context, each brand experience factor affected brand attachment and brand loyalty. The scope of research on brand personality-self-image congruence was expanded in that it considered both brand personality-human brand congruence and brand personality-self-image congruence. This study provides academic and practical implications by revealing that brand experience factors and brand personality factors can positively affect brand attachment and brand loyalty.
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