The Effect of New Luxury Fashion Brand's Product Benefit on Brand Loyalty and Brand Commitment - Focus on dual path model by brand Attitude and brand Attachment -

摘要: As new luxury brands are becoming more popular, recent consumers showing different tendencies of consumption. The purpose this study is to investigates the specific bond between product benefits for fashion brand and consumer-brand relationship. Specifically conceptualizes dual path which leads loyalty commitment. 300 data from on-line survey were collected middle class women who had trading up needs respondents asked select their favorable brand. a result an exploratory factor analysis identify structural dimensions benefit groups, four factors extracted; psychological/emotional benefits, social/symbolic self-expressive functional benefit. Additional results show that attitude positive effect on attachment findings contribute provide practical implication market segmentation brands.