Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Comparative Study on the Extension Brands of Fashion Industry - DKNY, Ak Anne Klein, it Michaa, O'2nd -

  • Im, Sung-Kyung (Dept. of Clothing and Textiles, SangMyung University)
  • Received : 2010.05.10
  • Accepted : 2010.06.14
  • Published : 2010.07.30
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Abstract

The purpose of this study is to compare and analyze the relationship among image, customer satisfaction and loyalty of fashion Extension brands. It is expected that this study will provide guidance to fashion companies that are planning to expand their brand in setting up marketing strategies and service strategies. The results of the study are the following. First, women consumers in their 20s had an perception that second brands provided diverse and unique products at cheap prices. However, after purchasing the products, they recognized that the second companies' service level was not so satisfying. Second, consumers were satisfied with the brand awareness, reputation, image, design, color, and packing conditions of the second brands while being not satisfied with the pricing. Third, when the study examined brand loyalty of second brands, consumers have shown high loyalty to the four subsidiary brands. Fourth, the satisfaction level for the four second brands had a significant effect on the brand loyalty for each second brands.

Keywords

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