Abstract
Abstract This research examines the impact of brand personality dimensions on store attitude and store loyaltyfor department stores. A total of 431 customers participated in the online survey. The participants were wo-men in their 20's to 50's with experience of purchasing apparel from four major department stores. Thedata were analyzed using factor analysis, reliability test, and structural equation modeling with PASW 18.0and AMOS 18.0. Analyses revealed three dimensions of the brand personality of department stores: pre-stige, passion, and sincerity. Among the three dimensions of brand personality, ‘passion’ and ‘sincerity’were shown to be the most influential factors affecting department store attitude. The results suggest thatpassionate and sincere customers tend to exhibit favorable store attitudes. Customers with more favorablestore attitudes then are more likely to express great store loyalty than those with less favorable attitudes.An analysis of the effect of brand personality on attitudes toward department stores provides implicationsfor department store brand management strategies.Key words: Brand personality, Department store, Store attitude, Store loyalty; 브랜드 개성, 백화점, 점포태도, 점포충성도
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