KOREASCHOLAR

This study examined the causal relations among brand personality, brand identification, and brand equity of Korean SPA brands that target Chinese consumers. Data were collected from 600 Chinese consumers residing in Beijing and Shanghai from August 15th to August 30th of 2015 by using convenience sampling; 561 of the questionnaires were used in the statistical analyses. Structural equation models were employed using AMOS 22.0. The results were as follows. First, the factors of Korean SPA brand personality, such as sophistication, competence, tenacity, and interest, exerted significant influences on the brand identification, while honesty had no significant influence on brand identification. Second, brand identification had significant influence on brand awareness, brand image, and brand loyalty. Third, brand awareness showed significant influence on brand image and brand loyalty. Fourth, brand image had significant influence on brand loyalty. These results indicated that brand equity can be strengthened by enhancing brand identification with the proper brand personality. This demonstrates that if Chinese consumers can associate Korean SPA brands with a sophisticated, attractive image, brand identification may be improved and brand equity may be strengthened in the long run, providing basic data for establishing efficient marketing strategies for Korean SPA brands in the Chinese market.

Abstract
 I. Introduction
 Ⅱ. Theoretical Background
  1. SPA brand personality
  2. Brand identification
  3. Brand equity
 Ⅲ. Methods
  1. Research model
  2. Sample
  3. Measuring instrument and analysis method
  4. Reliability and validity analyses for instruments
 Ⅳ. Results and Discussion
  1. Goodness of fit of the research model
  2. Testing hypotheses
 Ⅴ. Conclusion
 References

• Yuan Bo Jia(경희대학교 의상학과) | 가원보
• Bomi Lee(경희대학교 의상학과) | 이보미
• Mi Sook Kim(경희대학교 의상학과) | 김미숙 Corresponding author