제목45권 2호 The Influence of Consumer-Brand Relationship on Multichannel Consumer Loyalty: Focusing on the China Market
작성자성희 전조회수23날짜2018/12/01
첨부파일 2.Joonyong Park Renee B. Kim.pdf

The Influence of Consumer-Brand Relationship on Multichannel Consumer Loyalty: Focusing on the China Market

 

Joonyong Park . Renee B. Kim

 

Abstract

The purpose of this paper is to understand loyalty in the multichannel retail in the China market. We analyze the interaction between offline and online loyalty and the direct effects on loyalty of brand trust and brand attachment. Structural equation model multigroup analysis is performed to test the hypotheses. Online loyalty is largely driven by offline loyalty, and offline loyalty is positively affected by brand trust and brand attachment. The findings confirm multichannel retailers should focus on building brand trust and brand attachment, if they want to get offline loyalty. Stronger bonds between the customer and the retail brand translate into higher loyalty, particularly toward the offline channels, and then higher offline loyalty translate into higher online loyalty.

Keywords

brand trust.brand attachment.offline loyalty.online loyalty.multichannel

 

2.Joonyong Park Renee B. Kim

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