패션 관여와 명품 패션 브랜드의 체험적 요소가 브랜드 가치와 브랜드 충성도에 미치는 영향

The Effects of Fashion Involvement and Experiential Elements of Luxury Fashion Brands on Brand Value and Brand Loyalty

Purpose - This study examined the effects of fashion involvement on experiential factors and determined the effects of experiential factors on brand value evaluation and brand loyalty of luxury fashion brands. Design/Methodology/Approach - The study included 330 female respondents who experienced luxury fashion brands in Seoul, South Korea and metropolitan areas. The data analyses software used for the study were SPSS 18.0 for exploratory factor analysis and reliability analysis, and AMOS 25.0 for confirmatory factor analysis and path analysis. Findings - Results showed that there were three elements in fashion involvement, namely, symbolism, pleasure pursuing, and difficulty in selection. The experiential factors included escapism, aesthetic experience, educational experience, and entertainment experience. The path analysis results showed that symbolism and pleasure pursuing factors of fashion involvement had significant effects on all four experiential factors. In addition, among the four experiential factors, three factors had effects on brand value evaluation. Finally, brand value evaluation influences brand loyalty. Research Implications - There have been limited studies on the relationships among fashion involvement, experiential factors, and brand loyalty of luxury fashion brands. This study showed the importance of the experiential factors of luxury fashion brands. Based on the results of the study, luxury fashion brands marketing strategies can be effectively crafted and implemented.