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Brand Experience at the Flagship Store Affect on the Customer Satisfaction : The Moderating Effect of Self-Congruity
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Flagship Store에서의 브랜드 경험이 브랜드 충성도에 미치는 영향 : 자아일치성의 조절효과

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Type
Academic journal
Author
Jeong-Eon Lee (충남대학교) Hyung-Jun Kim (충남대학교)
Journal
management & economic research institute Journal of Management and Economics Vol.38 No.2 KCI Accredited Journals
Published
2016.8
Pages
125 - 148 (24page)

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Brand Experience at the Flagship Store Affect on the Customer Satisfaction : The Moderating Effect of Self-Congruity
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Abstract· Keywords

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Nowadays, the companies use experiential marketing as a tool for differentiating the brand identity and reinforcing customer relationship. For this goal, they have been opening flagship store giving unique experiences during the customers are shopping and consuming at the store.
From this context, this research hypothesize that a various kinds of brand experiences(sensory, affective, intellectual and behavioral) affect customer satisfaction and brand loyalty and self congruity moderates these relationship.
Using the multiple regression analysis and structure equation model, the hypothesis was statistically verified that sensory, affective and intellectual experiences at the flagship store have positive effects on the customer satisfaction but behavioral ones negatively affects on the customer satisfaction. The moderation effects of self congruity was verified as suggested hypothesis.
With these results, this research concludes that the companies using flagship store for developing customer satisfaction and brand loyalty have to give unique and favorable brand experience to shopper and fit it with shopper’s identity.

Contents

요약
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 가설의 설정
Ⅳ. 실증분석
Ⅴ. 결론
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UCI(KEPA) : I410-ECN-0101-2017-324-001879143