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dc.contributor.author박경애ko
dc.contributor.author김은영[김은영]ko
dc.date.accessioned2015-12-17T03:17:21Z-
dc.date.available2015-12-17T03:17:21Z-
dc.date.created2015-11-30-
dc.date.issued201306-
dc.identifier.citationJournal of Global Scholars of Marketing Science(마케팅과학연구), v.23, no.3, pp.263 - 281-
dc.identifier.issn2163-9159-
dc.identifier.urihttp://hdl.handle.net/YU.REPOSITORY/29538-
dc.identifier.urihttp://dx.doi.org/10.1080/21639159.2013.788364-
dc.description.abstractThis 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.-
dc.language영어-
dc.publisher한국마케팅과학회-
dc.subject态度强度-
dc.subject商品种类-
dc.subjectSPA品牌-
dc.subject营销策略-
dc.subject韩国-
dc.subjectattitude strength-
dc.subjectmerchandise assortment-
dc.subjectSPA brand-
dc.subjectstrategic marketing-
dc.subjectKorea-
dc.titleMarketing mix elements influencing brand attitude strength: Global vs. domestic SPA brands-
dc.title.alternative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-
dc.typeArticle-
dc.identifier.kciidART001775928-
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생활과학대학 > 의류패션학과 > Articles
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