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ISSN : 1229-8778

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Vol.10 No.2

Influence of Experience Type on Consumer-Brand Relationship and Brand Equity at Flagship Store of Clothes

Ji-Sun Kim
Sangpil Han
The Korean Journal of Consumer and Advertising Psychology / The Korean Journal of Consumer and Advertising Psychology, (P)1229-8778;
2009, v.10 no.2, pp.209-227
https://doi.org/10.21074/kjlcap.2009.10.2.209
Kim, J., & Han, S. (2009). Influence of Experience Type on Consumer-Brand Relationship and Brand Equity at Flagship Store of Clothes. The Korean Journal of Consumer and Advertising Psychology, 10(2), 209-227, https://doi.org/10.21074/kjlcap.2009.10.2.209

Abstract

The purposes of this study are to identify factors of experience type and consumer-brand relationship that consumers recognize from a brand at a flagship clothes store and to identify influence of experience type of a brand at a flagship clothes store on consumer-brand relationship and brand equity. Based on answers from total 342 persons, we identified experience type of a brand at a flagship clothes store and consumer-brand relational dimension by an exploratory factor analysis and identified which factors out of experience types of a brand prove a consumer-brand relationship better and also how it influences brand equity using multiple regression analysis.

keywords
brand, relationship between consumer and brand, experiential marketing, brand equity

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