The effects of distribution channel diversification of luxury brand on consumers’ brand value and loyalty consumers in clothing market Kerman

Document Type : Research Paper

Authors

1 Associate Prof. Shahid Bahonar University of Kerman, management, University of Tehran,Tehran, Iran

2 Msc. Business Management, Shahid Bahonar University of Kerman

Abstract

The purpose of this research is to examine consumers’ brand value and brand loyalty toward luxury brands and current distribution channels for those brands (i.e. free standing, Shopping Center, Specialty store, Internet retailing). The population consisted of  the costumers, aged 19-39 years, who use branded apparel that is in Kerman. About 200 questionnaires were distributed among the consumers through a snowballing technique and a total of 114 questionnaires were used for the data analysis. ANOVAs, Duncan test, and multiple regression analysis were employed to test the hypotheses. When testing brand values for each channel diversification case, participants evaluated brand value differently depending on the type of distribution channel. Participants did not show significantly different brand loyalty depending on distribution diversification cases. When the influence of brand value on brand loyalty was tested, brand values affected brand loyalty depending on the type of distribution channel.

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References

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