SPA브랜드 개성이 브랜드 자산과 충성도에 미치는 영향

다국어 초록 (Multilingual Abstract)

The current research attempted to find out SPA brand personality, which undermine the domestic fashion market through a reasonable price with high quality and design. This study utilized structural equation modeling to validate the relationships among SPA brand personality factors, brand equity, and behavioral loyalty. As a result, professionalism, integrity and innovation were derived as SPA brand personality factors. Among them, only integrity was found to contribute to form behavioral loyalty, which was mediated by brand equity. Innovation
was found to influence directly on behavioral loyalty without contribution in forming brand loyalty. According to the results of multi-group comparison analysis on global versus Korean SPA brands, all the three global SPA brand personality facets significantly influenced on brand equity, which positively affected behavioral loyalty. In the case of Korean SPA, integrity had the only significant impact on brand equity, whereas innovation still showed a direct impact on behavioral loyalty. Thus, this study suggested implications toward practitioners of Korean SPA brands about importance of brand personality establishment to gain loyalty through brand equity.