럭셔리패션브랜드 전시 체험이 브랜드이미지, 브랜드태도 및브랜드충성도에 미치는 영향에 관한 연구

초록

The objective of this study is to investigate the effects of the luxury fashion brand exhibition on brand image, brand attitude, and brand loyalty from the perspective of experiential marketing. A survey on visitors who have experienced the luxury fashion brand exhibition was conducted. The empirical results demonstrate that of the elements of the luxury fashion brand exhibition including, aesthetic experience, educational experience, and escapist experience positively influenced brand image and brand attitude. The results also show that the visitor’s perception of brand image and brand attitude can positively affect brand loyalty. According to these results, luxury fashion brand exhibitions, based on the convergence of art, fashion, and marketing, can be an effective marketing strategy, and therefore, various interdisciplinary research to develop innovative curatorial approaches are necessary for future success.

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