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RISS 인기검색어
- 검색키워드
- 저자 : Pauline Sullivan (검색결과 3 건)
- 무료
- 기관 내 무료
- 유료
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Retail place attachment: a qualitative study of apparel shoppers
Katherine Shaw,Pauline Sullivan 한국마케팅과학회 2013 Journal of Global Fashion Marketing Vol.4 No.4
This exploratory study proposes an empirical look at the meaning of place attachmentfor the retail consumer and studies its role in online shopping patronage. A theoreticalframework was developed from a review of the literature, and guides this research. Thedependent variable in this study was retail place attachment. The aim of the study wasto validate constructs of retail place attachment and identify its influence on onlineretail patronage. A total of 429 participants were randomly chosen from a social-networking databaseand two professional organization databases using the snowball sampling technique. Inclusion criteria for this sample included gender, age range of 18 and up, and all ethnicbackgrounds. Survey participants were recruited from Facebook, a social-networkingdatabase, and two professional organization databases. Identifying that consumers value both hedonic and utilitarian aspects of theirshopping experience, this study assists in understanding the meaning of the term “retailplace attachment.” Retailers should focus on increasing both the emotional and socialbond to their stores while offering quality merchandise at affordable prices.
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Emotional branding speaks to consumers’ heart: the case of fashion brands
Youn‑Kyung Kim,Pauline Sullivan 한국의류학회 2019 Fashion and Textiles Vol.6 No.1
In this highly competitive market, fashion brands struggle to distinguish themselves to increasingly apathetic consumers. To become more competitive, fashion retailers employ emotional branding as a way to engage their customers, addressing the growing trend of consumers’ seeking emotional relationships with a brand. Although brand technicalities such as product attributes, features, and facts may be unmemorable, personal feelings and experiences better shape consumers’ evaluations of brands. This study illustrates why emotional branding is essential, especially to fashion brands, when developing brand strategies in a volatile marketplace. Trends that support a need for these strategies include consumers’ desires for positive experiences, expressing authentic self, achieving warm glow from helping others, and co-creating design or ideas with the brand. We propose a model for emotional branding strategies that focuses on sensory branding, storytelling, cause branding, and empowerment. The case studies we provide for each strategy describe how fashion brands can engage customers through emotional branding.
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