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Journal cover: Journal of Fashion Marketing and Management

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Online from: 1996

Subject Area: Marketing

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Korean women’s clothing brand loyalty

Document Information:
Title:Korean women’s clothing brand loyalty
Author(s):Jungmi Oh, (Newark, Delaware, USA), Susan S. Fiorito, (Textiles and Consumer Sciences Department, Florida State University, Tallahassee, Florida, USA)
Citation:Jungmi Oh, Susan S. Fiorito, (2002) "Korean women’s clothing brand loyalty", Journal of Fashion Marketing and Management, Vol. 6 Iss: 3, pp.206 - 222
Keywords:Brand loyalty, Clothing, Consumer behaviour, Customer satisfaction, Shopping
Article type:Research paper
DOI:10.1108/13612020210441328 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:To be a dominant company (in other words, a long-term successful company), it is an enormous task to build brand loyalty, to reach brand loyal customers, and to give those customers’ product satisfaction. The purpose of this study was to identify clothing brand loyal customers regarding their buying behavior, self-image, and demographics. Also, brand loyal customers’ post-purchase outcomes based on clothing attributes were investigated. The questionnaire was based on a self-administrated pilot study and included measuring brand loyalty, consumer decision making, and demographics. Data were from 328 questionnaires completed by adult women living in Seoul, Korea. The results showed that in purchasing tee shirts, 24.4 percent of the sample were brand loyal customers, 42.2 percent were brand loyal customers in purchasing trousers and 38.7 percent were brand loyal customers in purchasing jackets. The multiple discriminant analysis indicated several significant variables for profiling brand loyal customers and non-brand loyal customers. High price, brand loyal customers and low/medium price, brand loyal customers significantly differed in post-purchase satisfaction.

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