Journal of the Korean Society of Cosmetology 2015;21(6):1084-1092.
Published online December 31, 2015.
헤어 미용기업의 선호브랜드별 브랜드이미지가 구매의도에 미치는 영향 -준오헤어와 박승철헤어스투디오를 중심으로-
이은규, 한주희, 양은진
Research Paper : Effects of Preferred Hair Beauty Companies` Brand Images on Purchase Intention -In Special Reference to Juno Hair and Park Seung Chol Hair Studio-
Eun Kyu Lee, Joo Hee Han, Eun Jin Yang
Abstract
Modern consumers that can easily meet various products and brands have a wide range of selection. Companies are focusing on improving brand images for product differentiation strategies, and those brand images become an important criterion of purchase selection for consumers. Korean hair beauty companies are making an effort to let consumers be aware of their brands and differentiate their brands from others to secure their competitiveness in the severe competitive market where diverse brands co-exist. This study, focusing on Juno Hair and Park Seung Chol Hair Studio that started brand franchise management in the early 1980s and have managed various businesses within similar management systems, tries to grasp hair beauty companies
Key Words: Hair beauty companies, Brand images, Purchase intention


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