The Effect of Fashion Brand Involvement and Marketing Communication Means on Building Consumer-Brand Relationship

Abstract

The purpose of this study is to find out the effect of marketing communication means on the development of consumer-brand relationship. The research involved a questionnaire survey with women in their 20s-30s, the major consumers of fashion product, who were residing in Seoul and Gyeonggi-do. A total of 375 questionnaires were used for final analysis. Data analysis was carried out by means of descriptive analysis, factor analysis and regression analysis. Consumer-brand relationships were measured upon being classified into behavioral dimension, emotional dimension and belief dimension. Marketing communication means was measured upon being classified into TV commercial, magazine ads, outdoor advertisement, PPL advertisement, internet advertisement, discount prices, free gift, VMD, star-marketing, supporting the event, salesperson, word of mouth effect, street observation, news reports, and fashion show; each of these criteria was measured using its own variables. Fashion brand involvement was found to exert positive effect on behavioral dimension, emotional dimension and belief dimension, which are the sub-criteria of consumer-brand relationship. In addition, diverse means of marketing communication were shown to exert significant effect on behavioral dimension, emotional dimension and belief dimension during the process of consumer-brand relationship development. The results of this research is expected to be helpful for establishing proper and effective marketing strategies, by providing information about the characteristics of consumers and about the utilization of marketing communication means that is necessary for the establishment, strengthening and maintaining of the relationship between fashion enterprises and consumers.