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A study on the Effect of Consumer Lifestyle on Brand Attitude, Brand Attachment influence upon Brand Loyalty
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 4,  2016, pp.185-192
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.4.185
 Title & Authors
A study on the Effect of Consumer Lifestyle on Brand Attitude, Brand Attachment influence upon Brand Loyalty
Seo, Gyeong-Do; Lee, Jung-Eun;
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The purpose of this paper is to examine the relationships among consumer lifestyle, brand attitude, brand attachment, and behavior pattern. Sampling with consumers who experienced eating out in regional catering companies as a population was done and the survey was conducted targeting consumers of catering companies in Gwangju. Therefore, it analyzed the sample by setting hypotheses and research model according to the research objective. First, as for the relationship between lifestyle and brand attitude, the lifestyle as a personal inclination formed a significant relationship with brand attitude the characteristics of which are recognition, convenience, and familiar features regardless of the type of lifestyle. Second, consumer lifestyle in types of reality seeking, value-oriented, and fashion-pursuing formed a significant relationships with brand attachment in order of mention, whereas social oriented type did not form a significant relationship. Third, the relationship between consumer brand attitude and brand loyalty formed a significant relation with the relationship between consumer brand attachment and brand loyalty.
Life Style;Brand Attitude;Brand;Brand Loyalty;Regression Analysis;
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