| Abstract |
| With the advent of the era of globalization in fashion market environment and the distribution, Global SPA brands are popular in the world with an enormous quantities and a reasonable price. This study investigated the relationships of a lifestyle with attitudes toward Global SPA brands and loyalty of SPA brands. The subjects of the study were the domestic consumers who purchased global SPA brands. The statistical analysis used for the study were factor analysis and multiple regression.
Results showed that lifestyles consisted of fashion-oriented, internet information search-oriented, famous brand-oriented, global culture-oriented and rational consumption-oriented. Global SPA brand attitude consisted of practicality, image suitability, economic efficiency, uniqueness, fashionability, and size diversity. Multiple regression showed that lifestyle factors significantly influenced fashionability, image suitability, and economic efficiency of Global SPA brand attitude. Also, lifestyle factors significantly influenced satisfaction and loyalty of Global SPA brands. Finally, there were significant relationships of brand attitudes with brand satisfaction and loyalty. |
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| Key Words |
| 글로벌 SPA 브랜드, 라이프스타일, 태도, 만족도, 충성도, Global SPA brand, brand attitude, life style, satisfaction, loyalty |
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