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Marketing mix elements influencing brand attitude strength: Global vs. domestic SPA brands

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  • Eun Young Kim
  • Kyungae Park

Abstract

This study estimates a path model to examine the relationships among marketing mix elements, brand attitudes and purchase intentions, and compares the path models between global and domestic SPA brands. For this study, four SPA brands, including domestic brands (Codes Combine and Who-a-u) and global brands (Zara and Uniqlo), were selected based on purchase experience with the brands. A total of 276 usable responses were obtained from Korean consumers aged from 18 to 32 who met the major target audience of the selected SPA brands in Korea. Finding showed that marketing mix elements consisted of "merchandise assortment", "store", and "lower pricing" in the SPA brands. For the total sample, an estimated model showed that "merchandise assortment" and "store" were significantly related to brand attitude strength, which led to purchase intentions. Multi-group analysis indicated that there were significant differences in the effects of "store" on cognitive attitude and on purchase intentions between global and domestic brands, and significant difference in the effect of affective attitude on purchase intentions between the two groups. Managerial implications were discussed in relation to devising a strategic marketing mix for a successful fast fashion business in a competitive marketplace.

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  • Eun Young Kim & Kyungae Park, 2013. "Marketing mix elements influencing brand attitude strength: Global vs. domestic SPA brands," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 23(3), pages 263-281, June.
    • Handle: RePEc:taf:jgsmks:v:23:y:2013:i:3:p:263-281
    DOI: 10.1080/21639159.2013.788364
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    Cited by:

    1. Lee, Eun-Ju, 2016. "Empathy can increase customer equity related to pro-social brands," Journal of Business Research, Elsevier, vol. 69(9), pages 3748-3754.
    2. Jong Kuk Shin & Minsook Park, 2014. "Mediating effect of store attachment in formation of store emotions and patronage through art and culture sponsorship in retailing," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(4), pages 441-452, September.

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