@article{ART003303016},
author={Seo Young Lee and Seung In Kim},
title={Affective–Utilitarian Brand Strategies and Their Pathways to Consumer Affect and Behavior: A Comparative Study of Olive Young and Daiso},
journal={Industry Promotion Research},
issn={2466-1139},
year={2026},
volume={11},
number={1},
pages={61-74},
doi={10.21186/IPR.2026.11.1.061}
TY - JOUR
AU - Seo Young Lee
AU - Seung In Kim
TI - Affective–Utilitarian Brand Strategies and Their Pathways to Consumer Affect and Behavior: A Comparative Study of Olive Young and Daiso
JO - Industry Promotion Research
PY - 2026
VL - 11
IS - 1
PB - Industrial Promotion Institute
SP - 61
EP - 74
SN - 2466-1139
AB - This study compares an emotion‑oriented brand (Olive Young) and a utility‑oriented brand (Daiso) to examine how brand strategies influence consumer emotions and behaviors through brand experience (BX). A survey of 200 adults who had used both brands within six months was analyzed using structural equation modeling (SEM). Results show: First, retail brand strategies drive behavioral change via BX design → emotional response → consumer behavior. Second, Olive Young demonstrated significant indirect effects through sensory and emotional BX mediation. Third, Daiso showed direct and indirect effects centered on price and search. Fourth, differences in strategic mechanisms highlight the multidimensional structure of BX and brand strategy distinctiveness. Overall, the study confirms that emotional and utility brand strategies affect consumer behavior through differentiated pathways and demonstrates BX as a key mediator.
KW - Brand Experience(BX);Emotional Branding;Consumer Behavior and Loyalty;Retail Brand Strategy;Omni-Channel
DO - 10.21186/IPR.2026.11.1.061
ER -
Seo Young Lee and Seung In Kim. (2026). Affective–Utilitarian Brand Strategies and Their Pathways to Consumer Affect and Behavior: A Comparative Study of Olive Young and Daiso. Industry Promotion Research, 11(1), 61-74.
Seo Young Lee and Seung In Kim. 2026, "Affective–Utilitarian Brand Strategies and Their Pathways to Consumer Affect and Behavior: A Comparative Study of Olive Young and Daiso", Industry Promotion Research, vol.11, no.1 pp.61-74. Available from: doi:10.21186/IPR.2026.11.1.061
Seo Young Lee, Seung In Kim "Affective–Utilitarian Brand Strategies and Their Pathways to Consumer Affect and Behavior: A Comparative Study of Olive Young and Daiso" Industry Promotion Research 11.1 pp.61-74 (2026) : 61.
Seo Young Lee, Seung In Kim. Affective–Utilitarian Brand Strategies and Their Pathways to Consumer Affect and Behavior: A Comparative Study of Olive Young and Daiso. 2026; 11(1), 61-74. Available from: doi:10.21186/IPR.2026.11.1.061
Seo Young Lee and Seung In Kim. "Affective–Utilitarian Brand Strategies and Their Pathways to Consumer Affect and Behavior: A Comparative Study of Olive Young and Daiso" Industry Promotion Research 11, no.1 (2026) : 61-74.doi: 10.21186/IPR.2026.11.1.061
Seo Young Lee; Seung In Kim. Affective–Utilitarian Brand Strategies and Their Pathways to Consumer Affect and Behavior: A Comparative Study of Olive Young and Daiso. Industry Promotion Research, 11(1), 61-74. doi: 10.21186/IPR.2026.11.1.061
Seo Young Lee; Seung In Kim. Affective–Utilitarian Brand Strategies and Their Pathways to Consumer Affect and Behavior: A Comparative Study of Olive Young and Daiso. Industry Promotion Research. 2026; 11(1) 61-74. doi: 10.21186/IPR.2026.11.1.061
Seo Young Lee, Seung In Kim. Affective–Utilitarian Brand Strategies and Their Pathways to Consumer Affect and Behavior: A Comparative Study of Olive Young and Daiso. 2026; 11(1), 61-74. Available from: doi:10.21186/IPR.2026.11.1.061
Seo Young Lee and Seung In Kim. "Affective–Utilitarian Brand Strategies and Their Pathways to Consumer Affect and Behavior: A Comparative Study of Olive Young and Daiso" Industry Promotion Research 11, no.1 (2026) : 61-74.doi: 10.21186/IPR.2026.11.1.061
