백화점의 브랜드 개성이 점포태도와 점포충성도에 미치는 영향Effects of Brand Personality on Department Store Attitude and Store Loyalty
- Other Titles
- Effects of Brand Personality on Department Store Attitude and Store Loyalty
- Authors
- 이지연
- Issue Date
- Jul-2012
- Publisher
- 한국의류학회
- Keywords
- 브랜드 개성; 백화점; 점포태도; 점포충성도; Brand personality; Department store; Store attitude; Store loyalty
- Citation
- 한국의류학회지, v.36, no.7, pp.677 - 689
- Indexed
- KCI
- Journal Title
- 한국의류학회지
- Volume
- 36
- Number
- 7
- Start Page
- 677
- End Page
- 689
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/165093
- DOI
- 10.5850/JKSCT.2012.36.7.677
- ISSN
- 1225-1151
- Abstract
- This research examines the impact of brand personality dimensions on store attitude and store loyalty for department stores. A total of 431 customers participated in the online survey. The participants were women in their 20's to 50's with experience of purchasing apparel from four major department stores. The data were analyzed using factor analysis, reliability test, and structural equation modeling with PASW 18.0 and AMOS 18.0. Analyses revealed three dimensions of the brand personality of department stores: prestige, passion, and sincerity. Among the three dimensions of brand personality, ‘passion’ and ‘sincerity’ were shown to be the most influential factors affecting department store attitude. The results suggest that passionate and sincere customers tend to exhibit favorable store attitudes. Customers with more favorable store attitudes then are more likely to express great store loyalty than those with less favorable attitudes. An analysis of the effect of brand personality on attitudes toward department stores provides implications for department store brand management strategies.
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