지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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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.
목차
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참고문헌 (46)
참고문헌 신청
Aaker, J. L. / 1997 / Dimensions of brand personality / Journal of Marketing Research 34(3):347~356
안광호 / 2011 / 지각된 쇼핑가치차원이 점포태도, 쇼핑과정에서의 정서적 경험, 점포충성도에 미치는 영향에 관한 연구 / 아시아마케팅저널 12(4):137~164
Anderson, J. C. / 1988 / Structural equation modeling in practice: A review and recommended two-step approach / Psychological Bulletin 103(3):411~423
Baker, J. / 1994 / The influence of store environment on quality inferences and store image / Journal of the Academy of Marketing Science 22(4):328~339
Cho, K. H. / 1999 / The effects of customer satisfaction and switching barrier on store loyalty / Korea Marketing Review 14(1):47~74
안광호 / 2011 / 지각된 쇼핑가치차원이 점포태도, 쇼핑과정에서의 정서적 경험, 점포충성도에 미치는 영향에 관한 연구 / 아시아마케팅저널 12(4):137~164
Anderson, J. C. / 1988 / Structural equation modeling in practice: A review and recommended two-step approach / Psychological Bulletin 103(3):411~423
Baker, J. / 1994 / The influence of store environment on quality inferences and store image / Journal of the Academy of Marketing Science 22(4):328~339
Cho, K. H. / 1999 / The effects of customer satisfaction and switching barrier on store loyalty / Korea Marketing Review 14(1):47~74
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