패션 플래그십 스토어 분석: 특성, 유형, 소비자 반응

Title
패션 플래그십 스토어 분석: 특성, 유형, 소비자 반응
Other Titles
Fashion flagship stores: Characteristics, brand types, and consumer responses
Author(s)
박경애
Keywords
플래그십 스토어; 점포경험; 브랜드반응; flagship store; store experience; brand response
Issue Date
201404
Publisher
한국생활과학회
Citation
한국생활과학회지, v.23, no.2, pp.343 - 355
Abstract
This study explores the characteristics of fashion flagship stores from the consumer's viewpoint, examines the differencesby brand type in the flagship store characteristics, store experience, in-store emotion, and the post-visit brand response,and compares those of the flagship store with other stores of the brand. Flagship stores of the four brand types includingluxury, SPA, retail, and national brands were selected for the online survey. Data from 537 respondents who visitedand selected one of those stores were analyzed. Five factors including facility/service, scale/product lines, brand identity,location, and publicity were extracted from the characteristics of flagship store. There were differences in the perceivedflagship store characteristics by brand type; The luxury and retail brands were more highly perceived in facility/servicecomparing to the SPA brand. Store experience and brand response were also different by brand type; Perceptions ofthe luxury brand were also higher than of the SPA brand. Overall, consumer responses to the luxury brand were higherthan to the SPA brand. Consumer responses to the flagship store were higher than to other stores of the same brand. The study discusses further implications.
URI
http://hdl.handle.net/YU.REPOSITORY/32355
ISSN
1226-0851
Appears in Collections:
생활과학대학 > 의류패션학과 > Articles
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