The purpose of this study was to investigate the effect of store attributes on brand equity of and brand attitude toward Korean SPA brands. Data were collected from women living in Seoul in ages from 18 to 39 with purchasing experience at Korean SPA brands. A total of 554 questionnaires were used in the statistical analysis including factor analysis and structure equation analysis. The results were as follows: For store attributes, 8 factors were extracted: product assortment, fashionability, price, quality, store environment, service, convenience in location and advertisement. Two factors, brand awareness, brand image were extracted for brand equity, and brand attitude was derived as a single dimension. Product-related store attributes such as product assortment, price, quality have positive effects on brand awareness, brand image and brand attitude. Other attribute such as store environment has positive effect on brand awareness and brand image, Attribute such as advertisement has positive effect on brand awareness and service, convenience in location have positive effect on brand attitude. Moreover, brand image and brand awareness have positive effect on brand attitude. These results indicate the product-related attributes are important factors to consider for improving brand equity and brand attitude for Korean SPA brands.

 Abstract  I. Introduction  II. Background   1. Korean SPA brands   2. Store attributes   3. Brand equity   4. Brand attitude  III. Methods   1. Research model   2. Research hypothesis   3. Measurement   4. Data collection and analysis  IV. Results and Discussion   1. Demographic characteristics of respondents   2. Exploratory factor analysis and reliability analysis   3. Confirmatory factor analysis   4. Correlation analysis   5. Research model   6. Hypothesis test  V. Conclusion  References

• 오혜청(경희대학교 의상학과) | Wu, Hui Qing
• 김미숙( 경희대학교 의상학과) | 김미숙