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The Impact of Benefit Sought on Store Attributes and Brand Loyalty of Children`s Clothing Line in Global SPA Brands
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 Title & Authors
The Impact of Benefit Sought on Store Attributes and Brand Loyalty of Children`s Clothing Line in Global SPA Brands
Kim, Go-Eun; Lee, Eun-Jung;
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The purpose of this study is to explore the effectiveness of marketing strategies of children`s clothing line for global SPA brands among Korean consumers. The following factors were evaluated as the dependent variables: benefits sought, store attributes, and brand loyalty. We employed a survey method to test our research questions. The subjects of our survey were mothers with preschool kids between 2 and 7 years who had purchase experiences of children`s clothing lines of global SPA brands. The major findings are as follows: First, among the three factors of benefits sought (`trend`/`brand value`/`practicality`), the `trend` factor only positively impacted the `product` factor, which is part of the store attributes. `Practicality` and `trend` factors had a positive effect on the `service` factor of store attributes. However, all three factors of benefits sought had no impact on the `store` factor, and `practicality` and `trend` factors had positive effects on the price factor of store attributes. Second, `practicality` and `trend` factors among the three factors of benefits sought, had positive effects on brand loyalty. Third, the `product`, `price`, `store`, and `service` factors had a significant positive effect on brand loyalty in decreasing order. Suggestions from our results for national SPA brands are as follows: National SPA children`s clothing lines should focus more on unique designs and unique marketing strategies better reflecting Korean consumers` interest and needs in competing with their global counterparts.
benefit sought;brand loyalty;children`s clothing line;SPA brand;store attributes;
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