점포내 VMD요소가 SPA 브랜드 정체성에 미치는 영향

Effect of VMD Factors on Brand Identity for the SPA Retailers

This study was to examine the effect of VMD factors on brand identity for SPA brands. As brand stimulus, four SPA brands(e.g., Basic House, Codes combine, Uniqlo, Zara) were selected by pretest. For collecting data, a self-administered questionnaire was developed based on the literatures and intercept survey was conducted. A total 508 usable responses were obtained from consumers who shopped at the selected brands' stores. For data analysis, descriptive statistics, factor analysis, and regression analysis were used. As perceived by consumers, VMD consisted of seven factors: lightening, scent, color, layout, music, window display, and item presentation. The VMD factor was significantly related to brand identity for the SPA brands. Specifically, brand awareness was predicted by color, layout and item presentation; brand association strength was predicted by color, layout, and widow display; favorable brand association was predicted by item presentation; salience of brand association was predicted by color and music; and brand image association was predicted by color, layout, music, and item presentation. Thus, this study discussed a managerial implication for SPA retailers to develop a visual merchandising strategy in the competitive marketplace.