| 국내저가화장품브랜드의 브랜드 이미지와 컬러 아이덴티티의 관계 연구 |
|
이현지 |
|
|
| A Study on Brand Image and Color Identity in Domestic Low-price Cosmetic Brand |
|
Hyun Ji Lee |
|
|
| Abstract |
|
The purpose of this study attempted to determine if color identity is efficiently utilized by investigating relations between brand image and color identity in domestic low-price cosmetic brands. For this, a total of 480 questionnaires were used for analysis among women in their 20-40s living in Seoul and the capital region who have no problem in color identification and who bought domestic low-price cosmetic brand products before. For data analysis, frequency analysis and multidimensional scale analysis were conducted, using SPSS 17.0. The study results found the following: First, according to the assessment on image adjectives perceived regarding brand image and color identity, there was no difference in awareness between Nature Republic and Etude House. Therefore, it was confirmed that the color identity might be used as a differentiation strategy with other brands. Nature Republic presented an |
| Key Words:
Brand Image, Color Identity, Color Marketing, Domestic Low-price Cosmetic Brand |
|
PDF Links
Download Citation
