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  • 저자

    金敏淑

  • 학위수여기관

    韓國外國語大學校 大學院

  • 학위구분

    국내박사

  • 학과

    경영학과

  • 지도교수

    蔡明秀

  • 발행년도

    2014

  • 총페이지

    164 p

  • 키워드

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T13538826&outLink=K  

  • 초록

    The Effect of Brand Experience Providers of Cosmetic Brand Shop on Brand Love The paper aims to develop an integrative framework of the relationship between brand experiential providers and brand love of cosmetic brand shop. To achieve this purpose, we review the previous literatures of two subjects. Firstly, this study is to investigate in which the factors of brand experiential provider to create holistic brand experience of cosmetic brand shop is hypothesized to be dependent on three conditions; (1) Brand Identity of cosmetic brand shop(feminine brand identity, environmental-friendly brand identity), (2) Marketing Mix Strategy(iconic product, steady seller product, reasonable price, convenient location, additional service quality), and (3) Physical Environment of in-Store(assortment, atmosphere, self-tester, consultant). Secondly, this research identify to analyze the determinants of brand love of cosmetic brand shop; (1) holistic brand experience, (2) brand satisfaction and trust, (3) brand identification. After the review of extant studies, we design a research model and propose nineteen hypotheses. Based on the collected 295 consumers of experienced cosmetic brand shop, the proposed model is testified with the SPSS 15.0 and AMOS 7.0 is supported. The proposed research model and research hypotheses are tested by using structural equation model. The resulting good-of-fit statistics are χ2= 413.573, (d,f=221, p=0.000), GFI=0.917, AGFI=0.897, NFI=0.912, RMR=0.054, CFI=0.919, RMSEA=0.046. According to the result of empirical analysis, it turns out that, in terms of characteristics of brand experiential provider, 'feminine brand identity', 'iconic product', 'steady seller product', 'convenient location', 'additional service quality', 'assortment', 'atmosphere', 'self-tester', and 'consultant' affected the customers' holistic brand experience of cosmetic brand shop. However, 'environmental-friendly brand identity', 'resonable price' results to have no influence on the holistic brand experience of brand of cosmetic brand shop. Also, the empirical results can be summarized of determinants of brand love of cosmetic brand shop as follow; First, the path from holistic brand experience of cosmetic brand shop to brand satisfaction and trust is found to have positive significance. Second, brand satisfaction have a positive impact on brand trust. Third, brand trust have positive effects of brand identification and brand love. Forth, brand identification have a great impact on brand love. However, brand satisfaction do not have influences on brand identification and brand love. The study produced a theoretical implication on brand experience that it empirically approached to factors of brand experiential provider on holistic brand experience of store. The earlier studies were at best conceptual analysis or they mainly dealt with in-store factor, whereas this paper divides factors that affect the customer's overall experience into 'brand identity', 'marketing mix strategy', and 'physical environment of in-store'. Furthermore it is quite meaningful to see that this research tries to empirically prove the relationship between these factors and customers' holistic brand experiences. Also, these findings form the basis for a discussion of the use of image extension and market shielding to strengthen brand experience, trust, and identification with the purpose of elaborating and building brand love. Key Words: Brand Experiential Providers, Holistic Brand Experience, Brand Love, Cosmetic Brand Shop


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