럭셔리브랜드개성이 브랜드충성도에 미치는 영향

Abstract

Purpose - The purpose of this study is to understand the effect of luxury brand personality on brand loyalty, and to check the mediating role of brand trust and the moderating effect of brand commitment.
 Design/Methodology/Approach - This study investigated 305 people through face-to-face interviews. The subjects of the survey were adult men and women over the age of 19 that have purchased luxury goods in department stores. For the empirical analysis of this study, SPSS win 24.0 and AMOS 24 Version statistical software were used. The hypothesis of this study was confirmed through structural equation modeling(SEM).
 Findings - Brand personality had a positive effect on self-congruence and emotional satisfaction. Self- congruence had a positive effect on emotional satisfaction. Emotional satisfaction had a positive effect on brand trust, brand commitment, and brand loyalty. Brand immersion had a positive effect on brand loyalty. Brand trust had a positive effect on brand loyalty, but had no effect on brand commitment. As a result of testing the mediating effect of brand trust, brand trust was partially mediated in the relationship between emotional satisfaction and brand loyalty. As a result of the test of the moderating effect of brand involvement, the moderating effect between brand personality and emotional satisfaction was significant.
 Research Implications - What should luxury brand marketers do to increase loyalty to luxury brands? Luxury brand marketers need to develop products that match the brand personality and the self- congruence of consumers. Then, emotional satisfaction with the luxury brand increases, and then brand trust is created. As a result, it was confirmed that loyalty to luxury brands increased.