패션제품의 상징적 소비성향에 따른 브랜드 애착과 브랜드 충성도와의 관계

• Published in: 한국의류산업학회지 Vol. 10; no. 4; pp. 499 - 505
• Main Authors: 김정란, Jeong Ran Kim, 유태순, Tai Soon Yoo
• Format: Journal Article
• Language: Korean
• Published: 한국의류산업학회 30.08.2008
• Subjects: brand attachment; brand Loyalty; fashion goods; symbolic consumption propensity; 생활과학; brand loyalty; brand attachment; fashion goods; symbolic consumption propensity
• ISSN: 1229-2060; 2287-5743

The Purpose of this study is to research the relations between brand attachment and brand loyalty depending on symbolic consumption propensity toward fashion goods. Subjects were 391 women in their twenties to fifties who live in Gyungsang Province and have purchased the fashion goods. Frequency analysis, reliability analysis, factor analysis, multiple regression analysis, and one-way layout variance analysis were conducted using SPSS 13.0 as data analysis. The findings from the analysis are described in the following: Uniqueness and materialism out of the symbolic consumption propensity toward fashion goods had positive effects on the elements of brand attachment such as love, care, and knowledge. Brand loyalty was influenced positively by social face sensitivity and materialism among symbolic consumption toward fashion goods.