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The Relationships among Clothing Benefits Sought, Brand Attachment, and Brand Loyalty
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의복추구혜택, 상표애착, 상표충성도 관계

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Type
Academic journal
Author
Hwang, Jin-Sook (건국대학교 의상디자인)
Journal
The Korean Society of Clothing and Textiles 한국의류학회지 한국의류학회지 제32권 제11호 KCI Accredited Journals
Published
2008.1
Pages
1,704 - 1,714 (11page)

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The Relationships among Clothing Benefits Sought, Brand Attachment, and Brand Loyalty
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The purpose of this research was to investigate the relationships among clothing benefits sought, brand attachment, and brand loyalty. The subjects were 559 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, multiple regression, and path analysis. The results showed that there were seven clothing benefits sought: ideal figure/impression improvement, individuality, brand, fashion, comfort, conformity, and sex appeal. Brand attachment motives had two factors of brand personality/individuality expression and conformity/status elevation. Brand attachment consisted of love/friendliness and passion. Statistical analyses showed that there were significant relationships among clothing benefits sought, brand attachment, and brand loyalty. There were significant effects of clothing benefits sought factors on brand attachment motives. The consumers who sought benefits of ideal figure/impression improvement, individuality, and sex appeal had a brand personality/individuality expression motive. In the meanwhile the consumers who sought benefits of brand, fashion, comfort, conformity, and sex appeal had a conformity/status elevation motive. There were also significant effects of brand attachment motives on brand attachment. The consumers who had a brand personality/individuality expression motive felt love/friendliness and passion for their brands.
#의복추구혜택 #상표애착 #상표충성도

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