지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2016.1
- 수록면
- 45 - 59 (15page)
- DOI
- 10.1080/20932685.2015.1110041
이용수
초록· 키워드
오류제보하기
Organizations are making huge investments to embrace customer engagement. Customer engagement has become a central concept in customer–brand relationships. The empirical investigation of customer engagement is covered in previous literature, yet none of the studies so far have empirically examined the relationships between brand image and brand love simultaneously with regard to customer engagement in the fashion apparel context. This study is the first to investigate customer engagement in the context of fashion apparel. It examines the effects of brand image and brand love on customer engagement. Customer loyalty as an outcome of customer engagement is also studied. To collect data, self-administered questionnaires were distributed to 430 students, of whom 403 students returned the completed questionnaires. Structural equation modeling (SEM) using AMOS 20.0 software was used to test the hypotheses.
Results reveal that brand image and brand love significantly influence customer engagement. Brand love was also found to act as a mediator between brand image and customer engagement. The results also reveal that customer engagement influences customer loyalty. The results can prove helpful to practitioners in engaging customers while branding and marketing their fashion apparel brands so as to build a loyal customer base. The development of the research model can also provide a stage for scholars to undertake future research.
목차
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참고문헌 (71)
참고문헌 신청
Aaker, D. A. / 1996 / Building strong brands / Free Press
Jennifer L. Aaker / 1997 / Dimensions of Brand Personality / Journal of Marketing Research 34(3):347
Aaron C. Ahuvia / 2005 / Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives / Journal of Consumer Research 32(1):171~184
Noël Albert / 2008 / When consumers love their brands: Exploring the concept and its dimensions / Journal of Business Research 61(10):1062~1075
Eugene W. Anderson / 2000 / Strengthening the Satisfaction-Profit Chain / Journal of Service Research 3(2):107~120
Jennifer L. Aaker / 1997 / Dimensions of Brand Personality / Journal of Marketing Research 34(3):347
Aaron C. Ahuvia / 2005 / Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives / Journal of Consumer Research 32(1):171~184
Noël Albert / 2008 / When consumers love their brands: Exploring the concept and its dimensions / Journal of Business Research 61(10):1062~1075
Eugene W. Anderson / 2000 / Strengthening the Satisfaction-Profit Chain / Journal of Service Research 3(2):107~120
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