| 화장품 브랜드숍에서의 체험마케팅 유형이 브랜드 만족, 애착 및 충성도 형성에 미치는 영향 |
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황진숙, 이정민 |
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| Research Paper : The Effect which Cosmetic Brand Shop Experience Marketing Makes on Brand Satisfaction, Attachment and Loyalty |
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Jin Sook Hwang, Jeong Min Lee |
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| Abstract |
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In this study, in order to analyze effect of experience marketing implemented on domestic cosmetics brand shop which has achieved constant quantitative growth in multiple angles. As dividing effect which experience marketing makes on brand satisfaction, attachment and loyalty degree overseas one which launched in home, analyzing and by recognizing mutual relation and major changing cause of each variables. After modifying and complementing based on previous investigation outcome, this study within 3 months recently targeted on Seoul women university students who have direct purchase experience at cosmetics brand shop by using convenience sampling which is non-probability sampling, survey research has been implemented. Using statistics package SPSS 12.0, collected data analysis and AMOS 4.01 program is utilized. As a result of looking into effect which experience marketing type of cosmetic brand shop makes on brand satisfaction, attachment and loyalty degree, action marketing makes a valid effect on satisfaction and action, relation, and awareness in order make a valid effect on attachment. Attachment factor as well as satisfaction is investigated to make a valid effect on brand loyalty. This result suggests efficient marketing strategy structuring method of cosmetics brand shop. |
| Key Words:
Experience marketing, Cosmetics brand shop, Brand satisfaction, Brand attachment, Brand Loyalty |
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