The Effects of distribution channel diversification of luxury brand on consumer's brand value and loyalty consumers in clothing market Kerman

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 study Statistical population consisted of 39-19 year old consumer use branded apparel that is in Kerman. About 200 questionnaires were distributed to consumers through a snowballing technique and a total of 114 questionnaires were used for the data analysis. Anova، 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.