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Who Buys Our Brand? The Influence Of Consumption Values And The Congruity With Brand Benefits On Brand Identification, Trust And Loyalty, Sol Namkung, Seong-Yeon Park
Who Buys Our Brand? The Influence Of Consumption Values And The Congruity With Brand Benefits On Brand Identification, Trust And Loyalty, Sol Namkung, Seong-Yeon Park
Asia Marketing Journal
This paper explores how the positive effect achieved when consumption value matches brand benefit can increase brand loyalty. Prior research on consumption value mainly focused on perceived value; these studies omit consumers’ views of consumption value. Therefore, this study examines the effect of congruence between consumption values (functional, emotional, social, and ethical value) and perceived brand benefits (enabling, enticing, symbolic, and socially responsible benefits) on consumers’ brand identification, trust, and loyalty. We find a positive effect on brand identification and brand trust when a consumer’s value is similar to a brand benefit, particularly between functional value and enabling benefit, and …
Empirical Research On The Influence Of Spatial Competition In The Distribution Industry On Consumer Behaviors In South Korea, Su Dong Lee, Woo Hyoung Kim
Empirical Research On The Influence Of Spatial Competition In The Distribution Industry On Consumer Behaviors In South Korea, Su Dong Lee, Woo Hyoung Kim
Asia Marketing Journal
When Korea`s retail industry was liberalized, new store formats such as large discount stores and Super Supermarket(SSMs) have grown. New types of business have borne significant influence on traditional market. Traditional markets have been in gradual decline since they fail to meet to consumer`s purchasing behavior. The South Korean government has been making sustained efforts to revitalize the modernization of traditional markets since 2004. This research is conducted to analyze how changes in the distribution of different types of distributors influence the consumer`s purchasing behaviors depending on the changes in the market environment. The purpose of this research is to …