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ISSN : 1738-3110

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Vol.18 No.10

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A Study on Brand Personality and Experience in Early Morning Delivery as a New Distribution Service

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2020, v.18 no.10, pp.5-14
https://doi.org/https://doi.org/10.15722/jds.18.10.202010.5
LEE, Jangsuk
KIM, Jinhwan
LEE,, J. , & KIM,, J. (2020). A Study on Brand Personality and Experience in Early Morning Delivery as a New Distribution Service. The Journal of Distribution Science, 18(10), 5-14, https://doi.org/https://doi.org/10.15722/jds.18.10.202010.5

Abstract

Purpose: Early morning delivery markets have grown exponentially in the last few years. This study aims to verify the effects of brand experience factors and brand personality factors of Market Kurly, a representative early morning delivery brand, on brand attachment and brand loyalty. Research design, data, and methodology: For this purpose, 204 ordinary people in their 20s and 40s who have experience in using Market Kurly were surveyed. 7 hypotheses were verified by using hierarchical regression analysis. Results: Affective experience, intellectual experience, and behavioral experience among brand experience factors had a positive effect on brand attachment. Also, brand personality-self-image congruence and brand personality-human brand congruence as brand personality factors had a positive effect on brand attachment. The brand attachment was identified as an important preceding factor to explain the brand loyalty of Market Kurly. Conclusions: When applying brand experience factors to the early morning delivery service context, each brand experience factor affected brand attachment and brand loyalty. The scope of research on brand personality-self-image congruence was expanded in that it considered both brand personality-human brand congruence and brand personality-self-image congruence. This study provides academic and practical implications by revealing that brand experience factors and brand personality factors can positively affect brand attachment and brand loyalty.

keywords
Brand Experience, Brand Personality, Brand Attachment, Brand Loyalty, Early Morning Delivery, Market Kurly

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