“A Study on the Effects of Perceived Brand Power of Premium Outlet Users on Customer Loyalty”: Mediating Effect of Customer Experience

In the midst of difficulties in the distribution market due to the Covid-19 Pandemic, the three distribution companies (Lotte, Shinsegae, and Hyundai) are focusing on outlets with great market growth potential, especially premium outlets. Therefore, at this point in time when differentiation of attraction factors for Premium Outlets is urgently required, a study on Brand Power, which is the MD aspect of Outlets, was needed. Since most of domestic Premium Outlet studies are on location conditions, spatial composition, service aspect, and distribution method of Premium Outlets, research on Brand Power (Overseas luxury brands, SPA Brands, Entertainment), which is MD (merchandising) to present theoretical implications through Research was conducted to provide basic data that can be used in terms of MD or Marketing to activate existing store sales by those involved in Premium Outlets that are open and operated.