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Flagship Store Experience of Luxury and SPA Brands -Effect on Store Emotion and Loyalty-
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 Title & Authors
Flagship Store Experience of Luxury and SPA Brands -Effect on Store Emotion and Loyalty-
Park, Kyungae; Kim, Eun Young;
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 Abstract
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 variety of luxury and SPA flagship stores. Findings confirmed that flagship store experience consisted of four factors, such as sensory, affective, intellectual and behavioral experiences. Sensory and behavioral experiences had positive effects on store emotion that influenced loyalty. Affective and cognitive experiences influenced loyalty. All aspects of experiences explained store emotion or loyalty for luxury flagship stores; however, two of experiences (i.e., sensory and affective) were important to determine store emotion or loyalty for SPA flagship stores. The study discussed managerial implications for fashion brands to develop and manage flagship stores.
 Keywords
Flagship store;Brand experience;Fashion brand;
 Language
Korean
 Cited by
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