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한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.40 no.2, 2016년, pp.258 - 272
박경애 (영남대학교 의류패션학과) , 김은영 (충북대학교 패션디자인정보학과)
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This study estimated a structural model for examining causal relationships among flagship store experiences, store emotion and loyalty, and to compare the structural models between luxury and fast fashion SPA brands. A total of 416 responses were collected from consumers who had experience with a va...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 점포 경험과 브랜드 반응에서 럭셔리 브랜드가 SPA에 비해 높은 이유는 무엇인가? | 최고급 브랜드로서의 존재감을 과시하는 럭셔리 브랜드 플래그십이 판매기능이 보다 중요한 SPA에 비해 시설, 서비스 투자가 더 높기 때문일 것이다. 점포 경험과 브랜드 반응에서도 럭셔리 브랜드가 SPA에 비해 높았는데, 럭셔리 플래그십 스토어의 보다 감각적이고 다양한 브랜드 관련 자극물이 점포 내 경험에 보다 강력하게 작용하기 때문일 것이다. | |
| 브랜드 체험이란 무엇인가? | 브랜드 체험은 브랜드 디자인과 정체성, 포장, 커뮤니케이션, 환경 등 브랜드 관련 자극물에 의해 야기되는 주관적이고 내적인 소비자 반응(감각, 감정, 인지)과 행동 반응이다(Brakus et al., 2009). | |
| 패션브랜드의 플래그십 스토어가 특히 럭셔리 브랜드를 중심으로 전개되는 이유는 무엇인가? | 패션브랜드의 플래그십 스토어는 특히 럭셔리 브랜드를 중심으로 전개되었다(Park, 2011). 크고 화려한 건축과 독특한 인테리어, 최상의 서비스, 한정판 상품, 문화와 볼거리를 갖춘 럭셔리 플래그십 스토어는 고급스러운 브랜드의 이미지와 상품을 잘 반영하여 글로벌 시장에서 럭셔리 이미지를 더욱 강화할 수 있기 때문이다. 이러한 이미지는 특정 국가, 지역에서 브랜드 존재감을과시하여 신규 점포 개점과 시장 확대를 가능하게 한다(Nobbs et al. |
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