文章基本信息

标题：A Study on Brand Personality and Experience in Early Morning Delivery as a New Distribution Service
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作者：Jangsuk LEE ; Jinhwan KIM
期刊名称：Journal of Distribution Science
印刷版ISSN：1738-3110
电子版ISSN：2093-7717
出版年度：2020
卷号：18
期号：10
页码：5-14
DOI：10.15722/jds.18.10.202010.5
语种：English
出版社：Korea Distribution Science Association
摘要：Purpose: Early morning delivery markets have grown exponentially in the last few years. This study aims to verify the effects of brand experience factors and brand personality factors of Market Kurly, a representative early morning delivery brand, on brand attachment and brand loyalty. Research design, data, and methodology: For this purpose, 204 ordinary people in their 20s and 40s who have experience in using Market Kurly were surveyed. 7 hypotheses were verified by using hierarchical regression analysis. Results: Affective experience, intellectual experience, and behavioral experience among brand experience factors had a positive effect on brand attachment. Also, brand personality-self-image congruence and brand personality-human brand congruence as brand personality factors had a positive effect on brand attachment. The brand attachment was identified as an important preceding factor to explain the brand loyalty of Market Kurly. Conclusions: When applying brand experience factors to the early morning delivery service context, each brand experience factor affected brand attachment and brand loyalty. The scope of research on brand personality-self-image congruence was expanded in that it considered both brand personality-human brand congruence and brand personality-self-image congruence. This study provides academic and practical implications by revealing that brand experience factors and brand personality factors can positively affect brand attachment and brand loyalty.
关键词：Brand Experience;Brand Personality;Brand Attachment;Brand Loyalty;Early Morning Delivery;Market Kurly