Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of Marketing Strategy on Brand attitude, Store affect, and Store loyalty: A comparison between Global and Korean SPA brands

마케팅 전략이 브랜드 태도, 점포감정, 점포충성도에 미치는 효과: 글로벌 SPA 대 한국형 SPA 비교

  • Ko, Soon Hwa (Dept. of Fashion Design Information, Chungbuk National University) ;
  • Kim, Eun Young (Dept. of Fashion Design Information, Chungbuk National University)
  • 고순화 (충북대학교 패션디자인정보학과) ;
  • 김은영 (충북대학교 패션디자인정보학과)
  • Received : 2013.11.25
  • Accepted : 2014.05.20
  • Published : 2014.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study was to identify underlying dimension of marketing strategy, and to examine effect of the marketing strategic factors on store affect, brand attitude, and brand loyalty in global and domestic SPA brands. Based on pilot study, four SPA brands of which consumers were most aware were selected: Korean SPAs (e.g., Codes-Combine, Basic House) and global brands (e.g., Zara and Uniqlo). A self-administered questionnaire was developed based on literatures. By using intercept survey, 421 respondents were obtained from consumers shopping at the selected SPA retail stores located in cities (Seoul, Daejon, Chongju) in Korea. Result showed that SPA brand marketing strategy consisted of four factors: Product differentiation, store location, in-store VMD, and price value. The marketing strategic factors had partially significant effects on brand attitude, store affect and store loyalty. However, there was significant differences in those effects between global and Korean SPA brands. Specifically, the effect of in-store VMD on brand attitude was higher in Korean SPA brands, whereas the effect of price value was higher in global SPA brand. Also, the price value was significant predictor of store affects in global SPAs, while in-store VMD was significant predictor of store loyalty in Korean SPA brands. This study discussed a managerial implication for creating brand attitude and emotional responses, which obtains comparative advantages in the competing marketplace.

Keywords

References

  1. Ahn, K. H., & Lee, H. N. (2011). The effects of perceived shopping value dimensions on attitude toward store, emotional response to store shopping, and store loyalty. Asia Marketing Journal, 12(4), 137-164.
  2. Alex, N. J. (2012). An enquiry into selected marketing mix elements and their impact on brand equity. The IUP Journal of Brand Management, 9(2), 29-43.
  3. Baker, J., Levy, M., & Grewal, D. (1992). An experimental approach to making retail store environmental decision. Journal of Retailing, 68(4), 445-460.
  4. Barnes, L., & Lea-Greenwood, G. (2006). Fast fashioning the supply chain: Shaping the research agenda. Journal of Fashion Marketing and Management, 10(3), 59-271.
  5. Binter, M. J. (1992). Servicescapes: The impact of physical surrounding on customers and employees. Journal of Marketing, 56(2), 57-41. https://doi.org/10.2307/1252042
  6. Burke, M. C., & Edell, J. A. (1989). The impact of feelings on adbased affect and cognition. Journal of Marketing Research, 26(2), 69-83. https://doi.org/10.2307/3172670
  7. Byun, S., & Sternquist, B. (2011). Fast fashion an in-store hoarding: The drivers, moderator and consequences. Clothing and Textiles Research Journal, 29(3), 187-201. https://doi.org/10.1177/0887302X11411709
  8. Cha, Y. N. (2010). A study retail design strategy to promotion SPA brand. Unpublished master's thesis, Ewha Womans University, Seoul.
  9. Cha, Y. S. (2005). Store image and consumer satisfaction of SPA-typed retail store. Unpublished master's thesis, Kon-kuk University, Seoul.
  10. Chae, D. B. (2011). The effects of consumer perceived of specialty on repurchase intention of SPA brand. Unpublished master's thesis, Kon-kuk University, Seoul.
  11. Chaudhuri, A., & Ligas, M. (2009). Consequences of value in retail markets. Journal of Retailing, 85(3), 406-419. https://doi.org/10.1016/j.jretai.2009.05.006
  12. Choi, J. S., & Jeon, J. O. (2009). The effects of similarity and brand fit of extention type on beauty brand attitude. Journal of the Korean Society of Clothing and Textiles, 33(8), 1293-1305. https://doi.org/10.5850/JKSCT.2009.33.8.1293
  13. Choi, M. Y. (2009). The effects of VMD components on the attitudes toward fashion brands and the intention of revisiting. Journal of the Korean Society of Costume, 59(7), 100-113.
  14. Dawson, S., Bloch, P. H., & Ridgway, N. M. (1990). Shopping motive, emotional states, and retail outcomes. Journal of Retailing, 60(4), 408-427.
  15. Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere : An environmental psychology approach. Journal of Retailing, 58(1), 34-57.
  16. 'Global SPA vs Korean SPA Big Match'. (2008, September 8). Fashionbiz. Retrieved May 7, 2012, from http://www. fashionbiz.co.kr
  17. Global SPA 6500 billion in size jump. (2010, November). Fashionbiz. pp. 96-101.
  18. Han, T. I., & Cho, K. H. (2010). A study on the characteristics of strategies and fashion styles in fast fashion. Journal of Fashion Business, 14(5), 21-34.
  19. Ha, Y. W., & Lee, Y. I. (2008). The effects of cognitive and emotional responses to compensation for consumer complaints on the recovery of behavioral intentions. Korea Business Review, 37(1), 225-246.
  20. Herrmann, A., Huber, F., Shao, A. T., & Bao, Y. (2007). Building brand equity via product quality. Total Quality Management & Business Excellence, 18(5), 531-544. https://doi.org/10.1080/14783360701240030
  21. Ji, S. G. (2008). Customer voluntary behavioral intention in retail store. Journal of Channel, 13(3), 79-99.
  22. Jung, S. A. (2010). The effects of VMD of an SPA store on product evaluation and purchase preferences. Unpublished master's thesis, Duksung Wemen's University, Seoul.
  23. Jung, S. A., & Choi, M. Y. (2011). The effects of VMD of an SPA store on product evaluation and purchase preferences. Journal of the Korean Society of Fashion Design, 11(2), 75-95.
  24. Keller, K. L. (1993). Conceptualizing measuring and managing customer-Based brand equity. Journal of Marketing, 57(1), 1-22.
  25. Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(1), 14-19.
  26. Kim, C. Y., & Heere, B. (2012). Consumers from emerging markets: Perceptions and attitude toward global sporting brands. Sporting Marketing Quarterly, 15, 369-382.
  27. Kim, H. S. (2012). A study on the characteristics of marketing strategy on the SPA brand. Journal of the Korea Fashion & Costume Design Association, 14(1), 131-150.
  28. Kim, J. H., & Lee, S. Y. (2009). Global SPA brands in the Korean market: The case of Uniqlo and Zara. International Business Review, 13(4), 271-297.
  29. Kim, S. H. (2007a). A study on the fast fashion(part I) - Focusing on marketing strategy-. The Research Journal of the Costume Culture, 15(5), 875-887.
  30. Kim, S. H. (2007b). A study on the fast fashion(part II) - Focusing on clothing selection criteria and store selection criteria-. The Research Journal of the Costume Culture, 15(5), 888-901.
  31. Kim, E. Y., & Park, K. (2013). Marketing mix elements influencing brand attitude strength: Global vs. domestic SPA brands. Journal of Global Scholars of Marketing Science, 23(3), 268-281.
  32. Ko, J. J., & Suh, Y. H. (2011). The effects of visual merchandising on soli shopping consumers' store satisfaction and revisiting intention. -A comparative study of college students in Korean and American-. Journal of the Korean Society for Clothing Industry, 12(4), 413-421. https://doi.org/10.5805/KSCI.2010.12.4.413
  33. Lee, J. H. (2009). An analysis and case study on current conditions of SPA at home and abroad: With focus on casual apparel. Unpublished master's thesis, Kookmin University, Seoul.
  34. Lee, S. H., & Park, J. E. (2006). The effects of factors of fashion retail entertainment on store image & store loyalty. The Research Journal of the Costume Culture, 15(1), 179-192.
  35. Lee, S. Y. (2010). Strategies of global SPA brand in the Korea market: Case of ZARA and UNIQLO. Unpublished master's thesis, Sookmyung Woman's University, Seoul.
  36. Lee, Y. S. (2004). A study on visual merchandising for the SPA fashion brands in Japan. Journal of the Korea Fashion & Costume Design Association, 6(3), 19-29.
  37. Lee, H. S., Kim, H. J., & Lee, J. G. (2012). A study on the influence of SPA(Specialty store retailer of private label apparel) brand buying experience on brand loyalty. The Academy of Customer Satisfaction Management, 14, 101-123.
  38. Lim, S., Choi, J. Y., & Kim, M. S. (2008). A study on the strategies of the fashion industry toward fast fashion. The Research Journal of the Costume Culture, 16(3), 432-443.
  39. Makenzie, S. B., & Lutz, R. J. (1989). An empirical examination of structural antecedents of attitude toward in the advertising pretesting context. Journal of Marketing, 53(2), 48-65. https://doi.org/10.2307/1251413
  40. National SPA brand, Their competitiveness?. (2011, February). Fashion Channel, pp. 80-85.
  41. Native SPA, Korea fashion 'desire' shoot. (2012, September), Fashionbiz, pp. 106-111.
  42. Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 3, 33-44.
  43. 'Only a directly operated store to live? so agent?'. (2013, November 18). Fashionbiz. Retrieved November 2, 2013, from http://www. fashionbiz.co.kr
  44. Park, H. H., Jeon, J. O., & Kwak, W. (2007). The influence of quality and VMD fitness of fashion brand on brand attitude and purchase intention. Journal of Marketing Management, 12(1), 55-70.
  45. Park, M. J., & Lee, S. E. (2009). The effect of VMD image appropriateness on consumer's affective, cognitive, and conative responses-Testing models based on the emotion-cognition theory and the cognitive theory of emotion. The Research Journal of the Costume Culture, 16(5), 459-471.
  46. Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(1), 1-17.
  47. Pedhauzur, E. J. (1982). Multiple regression in behavioral research: Explanation prediction. New York: Holt, Rinehart, and Winston.
  48. Rhee, D., & Choi, J. (2012). Uniglo in Korea: The joint venture of Fast Retailing Co. and Lotter Shopping Co. International Business Review, 16, 295-325.
  49. Rhee, Y. J. (2009). The effect of SPA store salesperson's service satisfaction and store environment satisfaction on repurchase intention. Consumption Culture Study, 12(3), 125-144. https://doi.org/10.17053/jcc.2009.12.3.007
  50. Shin, S. Y., & Kim, M. J. (2006). The effects of the attitude toward the advertising and the attitude toward the visual merchandising on the attitude toward the brand-Focused on sports wear-. The Research Journal of the Costume Culture, 14(5), 766-775.
  51. Sirgy, M. J., & Samli, C. A. (1985). A path analytic model of store loyalty involving self-concept, store image, socioeconomic status and geographic loyalty. Journal of the Academy of Marketing Science, 13(3), 265-291. https://doi.org/10.1007/BF02729950
  52. SPA brand Korean fashion complete control!. (2012, May), Fashionbiz, pp. 56-61.
  53. 'SPA type brand survival solution?'. (2003, April 27). Fashionbiz. Retrieved May 7, 2012, from http://www.fashionbiz.co.kr
  54. Suh, Y. G., & Im, S. H. (2006). Retail brand value measurements and the relationship with the market performance. Journal of Distribution Research, 11(4), 71-96.
  55. Suh, H. K., & Lee, S. H. (2011). Shopping orientation and satisfaction with clothes of 20s women consumers using domestic/global SPA brands. Journal of the Korean Society of Clothing and Textiles, 35(5), 501-512. https://doi.org/10.5850/JKSCT.2011.35.5.501
  56. Yi, Y., & La, S. (2002). The relationship of customer satisfaction, adjusted expectation and repurchase intention: The moderating role of customer loyalty. Journal of Consumer Studies, 13(3), 51-78.
  57. Yoo, C. (1996). Comments on brand's attitude toward consumer's purchasing behavior: Its role in consumer-brand relationship and future research direction. Journal of Consumer Studies, 7(1), 51-73.

Cited by

  1. Global Pricing Strategy of the SPA Brand: Comparison with GDP and Big Mac Index vol.18, pp.3, 2016, https://doi.org/10.5805/SFTI.2016.18.3.301