The Effect of Experience Marketing on Brand Attitude and Brand Loyalty of Beauty Salon Franchise Stores

Abstract

This study examined the relative importance level of experience marketing on brandattitude and brand loyalty in beauty salon franchise stores, and attempted to raise thecompetitiveness of beauty salon services by presenting this elements as experiencemarketing strategy directions for beauty salon franchise store management. A questionnairewas used for this study on 350 adults residing in Gwangju Metropolitan City and SPSS20.0 statistics package was used for analysis. In summary, the results of this study are asfollows. First, five factors that make up experience marketing in beauty salon franchisestores were found. They were sensory marketing, relative marketing, emotional marketing,cognitive marketing and behavior marketing. Brand loyalty was categorized into the twofactors, attitude loyalty and behavioral loyalty. Also, we found that experience marketinghad a statistically positive impact on brand loyalty. Secondly, experience marketing ofbeauty salon franchise stores was found to have a statistically significant positive effect onbrand attitude. Thirdly, we found that the brand attitude of beauty salon franchise storeshad a statistically significant positive effect on brand loyalty.