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.
이용수
초록· 키워드
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This study explores the characteristics of fashion flagship stores from the consumer"s viewpoint, examines the differences by brand type in the flagship store characteristics, store experience, in-store emotion, and the post-visit brand response, and compares those of the flagship store with other stores of the brand. Flagship stores of the four brand types including luxury, SPA, retail, and national brands were selected for the online survey. Data from 537 respondents who visited and selected one of those stores were analyzed. Five factors including facility/service, scale/product lines, brand identity, location, and publicity were extracted from the characteristics of flagship store. There were differences in the perceived flagship store characteristics by brand type; The luxury and retail brands were more highly perceived in facility/service comparing to the SPA brand. Store experience and brand response were also different by brand type; Perceptions of the luxury brand were also higher than of the SPA brand. Overall, consumer responses to the luxury brand were higher than to the SPA brand. Consumer responses to the flagship store were higher than to other stores of the same brand. The study discusses further implications.
목차
Abstract
Ⅰ. 서론
II. 이론적 고찰
Ⅲ. 연구방법
IV. 분석 및 결과
V. 결론
REFERENCES
참고문헌 (37)
참고문헌 신청
1. [기타자료] - / 2010 / Aeropostale’s interactive flagship / Women’s Wear Daily : 8 ~
2. [학술지(정기간행물)] - Brakus, J. J. / 2009 / Brand experience: What is it? how is it measured? Does it affect loyalty? / Journal of Marketing 73 : 52 ~ 68
3. [기타자료] - / 2012 / Dior’s Taiwan tower / Women’s Wear Daily : 1 ~
4. [학술지(정기간행물)] - Fernie, J. / 1998 / A tale of two cities: An examination of fashion designer retailing within London and New York / Journal of Product & Brand Management 7 (5) : 366 ~ 378
5. [인터넷자원] - / / Flagship store Comme des Garcon in Hannam dong
2. [학술지(정기간행물)] - Brakus, J. J. / 2009 / Brand experience: What is it? how is it measured? Does it affect loyalty? / Journal of Marketing 73 : 52 ~ 68
3. [기타자료] - / 2012 / Dior’s Taiwan tower / Women’s Wear Daily : 1 ~
4. [학술지(정기간행물)] - Fernie, J. / 1998 / A tale of two cities: An examination of fashion designer retailing within London and New York / Journal of Product & Brand Management 7 (5) : 366 ~ 378
5. [인터넷자원] - / / Flagship store Comme des Garcon in Hannam dong
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UCI(KEPA) : I410-ECN-0101-2015-500-001441196