How to Increase Chinese Consumer’s Loyalty to Korean Fashion Clothing Brand Store in China

Abstract

The current research aims to explore two important predictors of Chinese consumers’ loyalty to the South Korean fashion clothing store, namely, their attachment toward the South Korean fashion clothing brand and perceived connection with the salespeople of the store. The results of our research suggest that both the brand attachment and the connection with salespeople have positive effects on the store loyalty. In addition, our research investigated two antecedents influencing Chinese consumer’s attachment toward the South Korean fashion clothing brand. We found that South Korean fashion clothing brand’s social acceptability and self-expressiveness positively affect Chinese consumer’s attachment to the brand. However, the brand’s functionality did not have a positive impact on the brand attachment. Therefore, to increase Chinese Consumer’s Loyalty to the store in China, marketers should strengthen the brand attachment by puting emphasis on the self-expressive functions and social acceptance of the South Korean fashion clothing brands, and should also help salespeople attempt to develop close connection with customers.