Marketing mix elements influencing brand attitude strength : Global vs. domestic SPA brands = 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
Marketing mix elements influencing brand attitude strength : Global vs. domestic SPA brands = 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 / Eun Young Kim, Kyungae Park
p. 263-281 ; 25 cm
수록자료: Journal of global scholars of marketing science : bridging Asia and the world. Korean Academy of Marketing Science. Vol.23 no.3(2013 June), p. 263-281 23:3<263 ISSN 2163-9159 저자: Eun Young Kim, Department of Fashion Design InformationChungbuk National University 저자: Kyungae Park, Department of Clothing and Fashion, Yeungnam University E-MAIL: firstname.lastname@example.org
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.