| 화장품 브랜드 이미지가 일체감 및 충성도에 미치는 영향 -중국 여성을 중심으로- |
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류세자 |
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| Research Paper : A Study on Impact of Cosmetics Brand Image on Sense of Identity and Level of Loyalty -Focused on Chinese women`s- |
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Se Ja Ryu |
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| Abstract |
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In this study the author aimed to find out causative relationship among constituent elements of brand assets in connection with Chinese women`s behavior in purchasing low price cosmetics of Korea. With respect to Chinese women`s behavior in purchasing low price cosmetics of Korea. it was found out that brand image had impact on level of brand satisfaction. It was also confirmed that brand satisfaction had impact on brand identity and brand attitude in a positively way. But it was also found that brand identity and brand attitude made no impact on attitudinal loyalty or to behavioral loyalty. Attitudinal loyalty also was found as having no causative relationship with behavioral loyalty. Such result was quite contrasting to Korean women`s attitude in connection with purchase of low priced cosmetics which was characterized by positive impact of brand image upon level of loyalty through medium of satisfaction level and identity and attitude. Through analysis it was found that in case of Chinese women brand image made impact on attitudinal loyalty which is indirect attitude in purchase of cosmetics solely by way of brand satisfaction. Through cluster analysis patterns of consumers were classified into economic substantiality type and external expression type. External expression type group was analysed as low in term of overall level of appraisal on low price cosmetics in comparison with economic substantiality type. |
| Key Words:
Brand image, Identification, Attitude, Loyalty, Low-priced cosmetics |
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