Korean Social Science Journal 2023 KCI Impact Factor : 0.06
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pISSN : 1225-0368 / eISSN : 2196-4424
- https://journal.kci.go.kr/kssj
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The Influence of Consumer-Brand Relationship on Multichannel Consumer Loyalty: Focusing on the China Market
- Korean Social Science Journal
- Abbr : KSSJ
- 2018, 45(2), pp.149-162
- Publisher : Korean Social Science Research Council
- Research Area : Social Science > Social Science in general
- Published : December 1, 2018
Joon Yong， Park 1, KIM BO YOUNG RENEE 1
1한양대학교
Accredited
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.
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This paper was written with support from the National Research Foundation of Korea.