Marketing mix elements influencing brand attitude strength: Global vs. domestic SPA brands

Title
Marketing mix elements influencing brand attitude strength: Global vs. domestic SPA brands
Other Titles
营销组合要素对品牌态度强度的影响:全球性与国产SPA 品牌的对垒
Author(s)
박경애김은영[김은영]
Keywords
态度强度; 商品种类; SPA品牌; 营销策略; 韩国; attitude strength; merchandise assortment; SPA brand; strategic marketing; Korea
Issue Date
201306
Publisher
한국마케팅과학회
Citation
Journal of Global Scholars of Marketing Science(마케팅과학연구), v.23, no.3, pp.263 - 281
Abstract
This study estimates a path model to examine the relationships among marketing mix elements, brand attitudes and purchase intentions, and compares the path models between global and domestic SPA brands. For this study, four SPA brands, including domestic brands (Codes Combine and Who-a-u) and global brands (Zara and Uniqlo), were selected based on purchase experience with the brands. A total of 276 usable responses were obtained from Korean consumers aged from 18 to 32 who met the major target audience of the selected SPA brands in Korea. Finding showed that marketing mix elements consisted of “merchandise assortment”, “store”, and “lower pricing” in the SPA brands. For the total sample, an estimated model showed that “merchandise assortment” and “store” were significantly related to brand attitude strength, which led to purchase intentions. Multi-group analysis indicated that there were significant differences in the effects of “store” on cognitive attitude and on purchase intentions between global and domestic brands, and significant difference in the effect of affective attitude on purchase intentions between the two groups. Managerial implications were discussed in relation to devising a strategic marketing mix for a successful fast fashion business in a competitive marketplace.
URI
http://hdl.handle.net/YU.REPOSITORY/29538http://dx.doi.org/10.1080/21639159.2013.788364
ISSN
2163-9159
Appears in Collections:
생활과학대학 > 의류패션학과 > Articles
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